TY - BOOK

T1 - Acting in social consensus

T2 - An analysis of the reputation and sustainability of the horticultural sector

AU - Isaak, Marike

N1 - Doctoral thesis

PY - 2023

Y1 - 2023

N2 - Horticultural farms operate in a complex environment that is shaped, amongst other things, by the different stakeholders (e.g., consumers, trade, politics). Public approval of production and working methods is an important prerequisite for companies’ actions. Therefore, knowledge of a society’s expectations and perceptions of horticultural products, services and production methods is an important strategic resource for aligning business strategies and active communication with society. The aim of this work is to examine society’s expectations and perceptions using the examples of “sustainability” and “reputation” in order to support this challenge. The first study of this thesis provides a broad overview of different sustainability attributes for flowers and ornamental plants (non-food) as well as for fruits and vegetables (food) from the con-sumers’ point of view. Sustainability attributes collected from the literature were grouped together in a first step. Based on these results, an exploratory online consumer survey was conducted in a second step for both food and non-food horticultural products. A confirmatory factor analysis con-firmed the four dimensions of the literature research and highlighted the particular relevance of the ecological sustainability characteristics. The additional studies comprise an analysis of the reputation of the horticultural sector. The initial focus of these additional studies was the development of a structural model for measuring reputa-tion, specifically for horticulture. Based on a literature analysis, terms that are often used synony-mously (image, identity) were defined and indicators of reputation measurement approaches from different areas (e.g., companies, branches) were collected. Reputation is epistemically related to the indicators (formative vs. reflective) that are represented in a “multiple indicators and multiple causes” (MIMIC) model and can be supplemented by the influence of moderating variables. The following chapter describes how the theoretically elaborated model was evaluated and com-pleted with the help of experts (n = 102). The statistical analysis using multiple regression and explorative factor analysis resulted in a model with a total of 15 indicators. A reputation map illustrat-ing the greater influence of the service segments on the reputation of horticulture compared to the production segments was created. The final study focuses on the evaluation of the model using the example of gardening and land-scaping. Based on a consumer sample (n = 752), it could be shown that the reputation of gardening and landscaping was assessed as positive. The reputation of the segment is mainly shaped by production methods, economic performance and industry development. This shows that only some of the indicators are relevant for reputation management.

AB - Horticultural farms operate in a complex environment that is shaped, amongst other things, by the different stakeholders (e.g., consumers, trade, politics). Public approval of production and working methods is an important prerequisite for companies’ actions. Therefore, knowledge of a society’s expectations and perceptions of horticultural products, services and production methods is an important strategic resource for aligning business strategies and active communication with society. The aim of this work is to examine society’s expectations and perceptions using the examples of “sustainability” and “reputation” in order to support this challenge. The first study of this thesis provides a broad overview of different sustainability attributes for flowers and ornamental plants (non-food) as well as for fruits and vegetables (food) from the con-sumers’ point of view. Sustainability attributes collected from the literature were grouped together in a first step. Based on these results, an exploratory online consumer survey was conducted in a second step for both food and non-food horticultural products. A confirmatory factor analysis con-firmed the four dimensions of the literature research and highlighted the particular relevance of the ecological sustainability characteristics. The additional studies comprise an analysis of the reputation of the horticultural sector. The initial focus of these additional studies was the development of a structural model for measuring reputa-tion, specifically for horticulture. Based on a literature analysis, terms that are often used synony-mously (image, identity) were defined and indicators of reputation measurement approaches from different areas (e.g., companies, branches) were collected. Reputation is epistemically related to the indicators (formative vs. reflective) that are represented in a “multiple indicators and multiple causes” (MIMIC) model and can be supplemented by the influence of moderating variables. The following chapter describes how the theoretically elaborated model was evaluated and com-pleted with the help of experts (n = 102). The statistical analysis using multiple regression and explorative factor analysis resulted in a model with a total of 15 indicators. A reputation map illustrat-ing the greater influence of the service segments on the reputation of horticulture compared to the production segments was created. The final study focuses on the evaluation of the model using the example of gardening and land-scaping. Based on a consumer sample (n = 752), it could be shown that the reputation of gardening and landscaping was assessed as positive. The reputation of the segment is mainly shaped by production methods, economic performance and industry development. This shows that only some of the indicators are relevant for reputation management.

U2 - 10.15488/13238

DO - 10.15488/13238

M3 - Doctoral thesis

CY - Hannover

ER -