Knowledge Centre
A central hub for research results and knowledge about consumers and the sector
Data and research form the foundation of knowledge-driven marketing. We are conducting more (scientific) research, such as studies on consumer behavior, because the more we know, the better we can meet consumer needs.
Through this knowledge center, we share results from studies on consumer behavior and the well-being effects of flowers and plants.
How we strengthen the image of our sector
Research helps us gather valuable knowledge and insights about our sector. For example, we study which topics consumers talk about, for which occasions they buy flowers and plants, and what they think of our sector.
Additionally, we use these studies to scientifically substantiate claims, such as the positive effects of flowers and plants on well-being. Evidence of the positive impact of flowers and plants not only makes our communication more objective but also contributes to a better image for the sector.
Topics
The Knowledge Centre contains studies relating to the following topics:
- Buying behaviour
We analyze the main sales channels and the factors that influence consumers’ buying decisions. - Image
We continuously monitor consumers' perceptions of our sector and products throughout the year. This helps us understand how consumers view our sector and how these perceptions evolve over time. - Well-being effects of flowers and plants
We study the positive effects of flowers and plants on the well-being of people and our economy. - Environmental impact
In addition to examining the environmental impact of the horticulture sector, we also research the positive contributions of sustainability developments.
Activities & communication log
The activities logbook not only contains an overview of B2C and B2B activities and a communication schedule, but also studies carried out by the Flower Council of Holland. Curious to discover which studies we have already completed, are currently conducting or have planned for the near future? Check out the log.
Do you have any questions about the Knowledge Centre?
Feel free to contact Constant Berkhout, Acting Research Manager, at cberkhout@bloemenbureauholland.nl.
Previous research
In the list below, you will find some of the studies we have conducted.
Results of study into attitudes and buying behaviour of consumers in the several countries
In 2024, we commissioned an in-depth study into the attitudes and buying behaviour of plant and flower buyers in the Netherlands, France, the United Kingdom and Germany.
Results of study into conscious and unconscious well-being associations with cut flowers
The Flower Council of Holland commissioned the research firm CloudArmy to analyse well-being associations with cut flowers.
How do flowers and plants benefit our well-being? Wageningen University and Research found the answers
Many people associate flowers and plants with positive feelings. But what is their actual impact on our well-being?
Consumer panel in Germany: what we have learned about consumer behaviour
In 2024, we commissioned a study based on consumer panel data, in order to learn more about how consumers buy flowers and plants.
Consumer feels the sector is still too cautious about sustainability
Follow-up research of the Flower Council of Holland
