Mehrdad Babarabie - Gorgan Branch, Islamic Azad University, Gorgan, Iran
Hossein Zarei - Department of Horticulture, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran
Atoosa Danyaei - Technical & Vocational University‚ Tehran‚ Iran
Morteza Alippor - Department of Agriculture Economics, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran

Purpose: Since most cut flower consumers do not have knowledge as to how to extend the post-harvest life of the cut flowers, the cut flowers purchased by them last for a very short time. The present study aimed to evaluate the people’s awareness as to cut flowers and the extent to which they consume and keep these flowers in Gorgan, Iran. Research method: The sample size was determined to be 267 individuals by the Cochran formula. Considering the research objectives, 13 questions were developed within a questionnaire. Findings: The results showed that 34.1 percent of respondents had no knowledge as to the cut flowers. Among the studied parameters, the cost was the second most important factor in flower choice after interest. Among respondents, 55.1 percent asserted that advertisement and promotion methods were effective on flower consumption. Also, 77.9 percent stated that they only used water to keep flowers and just a little percent added compounds to water. Research limitations: Evaluation of people from more cities in Iran. Originality/Value: It was found that flower consumption was not in a good state and people in Gorgan, Iran did not have enough knowledge as to the cut flowers and how to keep them and it was far from the ideal situation. To enhance people’s knowledge and improve their vision, it is necessary to perform training and extension works by the relevant officials.

Cut flowers, Gorgan, postharvest, Vase life