This thesis explores the moral and emotional dimensions of plant consumerism through two studies: the ethical perception of proplifting – which is the unauthorized taking of discarded plant material – and the perceived therapeutic benefits of home propagation. The results from the first study found that consumers have varying degrees of ethical acceptance, and the distinct moral framework that consumers adopt depends on demographics and cultural background. The second study highlights how consumers may link home propagation to benefits such as improved self-confidence, pride, and community involvement. Findings from the second study indicate that individuals who have previous experience with proplifting are more likely to agree that it offers at least one of the listed benefits. By situating plant care within moral and emotional settings, this research contributes to understanding the variability of consumer ethical behavior and personal benefits.
