The Slow Flower Movement – exploring alternative sustainable cut-flower production in a Swedish context
This study critically analyses the emerging Slow Flower Movement in a Swedish context. Analysis is conducted by using the Triple-layered Business Model Canvas, covering economic, social and environmental sustainability values. Data are collected (Spring 2021) through semi-structured interviews, obse...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-10-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S240584402202374X |
| _version_ | 1828306174041128960 |
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| author | Rebecca Thörning Åsa Klintborg Ahlklo Sara Spendrup |
| author_facet | Rebecca Thörning Åsa Klintborg Ahlklo Sara Spendrup |
| author_sort | Rebecca Thörning |
| collection | DOAJ |
| description | This study critically analyses the emerging Slow Flower Movement in a Swedish context. Analysis is conducted by using the Triple-layered Business Model Canvas, covering economic, social and environmental sustainability values. Data are collected (Spring 2021) through semi-structured interviews, observations of cultivation and use of social media. Analysis and coding were conducted by applying thematic analysis. The results show that consumer demand and market for domestic cut-flowers are increasing; however, the development is hindered by small scale production, low profitability and demanding work conditions. Results also show that produce, in line with the Slow Flower Movement, provides unique sustainable values: contribution to biodiversity, a different and unique assortment, functions as a meeting point, and contributes to the local culture, landscape and society. Social media represent a crucial tool in sales, marketing and communication, as well as in the overall development of the movement. Highlighting how these technological communication platforms constitute a foundation for the movement's establishment. The avoidance of technical production aid in the cultivation is regarded as a main hindrance to developing the firms and profitability. By initiating knowledge exchange between conventional growers and the emerging Slow Flower Movement, both parties are expected to gain advantages of a transformation towards a mutual development of sustainable domestic cut-flower production. |
| first_indexed | 2024-04-13T14:40:30Z |
| format | Article |
| id | doaj.art-500b294f3fa6469c839be34387cf9e35 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-04-13T14:40:30Z |
| publishDate | 2022-10-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-500b294f3fa6469c839be34387cf9e352022-12-22T02:42:54ZengElsevierHeliyon2405-84402022-10-01810e11086The Slow Flower Movement – exploring alternative sustainable cut-flower production in a Swedish contextRebecca Thörning0Åsa Klintborg Ahlklo1Sara Spendrup2Department of People and Society, Swedish University of Agricultural Sciences, PO Box 190, 234 22, Lomma, SwedenDepartment of Landscape Architecture, Planning and Management, Swedish University of Agricultural Sciences, PO Box 190, 234 22 Lomma, SwedenDepartment of People and Society, Swedish University of Agricultural Sciences, PO Box 190, 234 22, Lomma, Sweden; Corresponding author.This study critically analyses the emerging Slow Flower Movement in a Swedish context. Analysis is conducted by using the Triple-layered Business Model Canvas, covering economic, social and environmental sustainability values. Data are collected (Spring 2021) through semi-structured interviews, observations of cultivation and use of social media. Analysis and coding were conducted by applying thematic analysis. The results show that consumer demand and market for domestic cut-flowers are increasing; however, the development is hindered by small scale production, low profitability and demanding work conditions. Results also show that produce, in line with the Slow Flower Movement, provides unique sustainable values: contribution to biodiversity, a different and unique assortment, functions as a meeting point, and contributes to the local culture, landscape and society. Social media represent a crucial tool in sales, marketing and communication, as well as in the overall development of the movement. Highlighting how these technological communication platforms constitute a foundation for the movement's establishment. The avoidance of technical production aid in the cultivation is regarded as a main hindrance to developing the firms and profitability. By initiating knowledge exchange between conventional growers and the emerging Slow Flower Movement, both parties are expected to gain advantages of a transformation towards a mutual development of sustainable domestic cut-flower production.http://www.sciencedirect.com/science/article/pii/S240584402202374XSlow flower movementCut-flowerTriple layered business model canvas (TLBMC)Sustainability |
| spellingShingle | Rebecca Thörning Åsa Klintborg Ahlklo Sara Spendrup The Slow Flower Movement – exploring alternative sustainable cut-flower production in a Swedish context Heliyon Slow flower movement Cut-flower Triple layered business model canvas (TLBMC) Sustainability |
| title | The Slow Flower Movement – exploring alternative sustainable cut-flower production in a Swedish context |
| title_full | The Slow Flower Movement – exploring alternative sustainable cut-flower production in a Swedish context |
| title_fullStr | The Slow Flower Movement – exploring alternative sustainable cut-flower production in a Swedish context |
| title_full_unstemmed | The Slow Flower Movement – exploring alternative sustainable cut-flower production in a Swedish context |
| title_short | The Slow Flower Movement – exploring alternative sustainable cut-flower production in a Swedish context |
| title_sort | slow flower movement exploring alternative sustainable cut flower production in a swedish context |
| topic | Slow flower movement Cut-flower Triple layered business model canvas (TLBMC) Sustainability |
| url | http://www.sciencedirect.com/science/article/pii/S240584402202374X |
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