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Research article - Peer-reviewed, 2022

The Slow Flower Movement-exploring alternative sustainable cut-flower production in a Swedish context

Thorning, Rebecca; Ahlklo, Asa Klintborg; Spendrup, Sara


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 con-sumer 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 trans-formation towards a mutual development of sustainable domestic cut-flower production.


Slow flower movement; Cut-flower; Triple layered business model canvas (TLBMC); Sustainability

Published in

2022, volume: 8, number: 10, article number: e11086

Authors' information

Swedish University of Agricultural Sciences, Department of People and Society
Swedish University of Agricultural Sciences, Department of People and Society

UKÄ Subject classification

Social Sciences Interdisciplinary
Business Administration

Publication Identifiers


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