Si Nga LeiPhillips, JennyJennyPhillips2025-01-082025-01-082024https://dspace.usj.edu.mo/handle/123456789/605110.18178/joebm.2024.12.4.820This paper focused on the factors affecting consumers’ choice of flower shops for purchasing floral products by interviewing 11 heavy users of floral products based on the five consumption values. The research collected data on how and at what level these values may affect consumer consumption choices individually. The finding showed that the human touch from the retailer’s service (emotional value) is the most important for consumers for floral products consumption instead of product quality (functional value), which is generally considered the most influential value in consumers’ choice of tangible products. Various factors under each of the other three consumption values are also explored for consumer purchase of floral products.enconsumer purchase intentionconsumption valuesSMEsfloral businessjournal-article