The aim of this study is to explore the different perspectives of floricultural stakeholders on sustainability. Q methodology is used to identify the diversity of viewpoints. Based on 34 statements derived from stakeholder‐interviews and ranked by 12 stakeholders, three perspectives were identified: Attitude over strategy, business‐centered approach, and pragmatic approach. The viewpoints shared a predominantly weak sustainability‐understanding and differed in their evaluation of nature, global sustainability issues and organizational perspectives. The perspectives were inconsistent and ambiguous; the stages of the sustainability spectrum of Landrum can only be regarded as a conceptual guideline leaving the idea of clearly delineated stages behind.

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