ABSTRACT While in the developed countries, flowers are living necessity and enjoy a sizable market, the Council of Agriculture Executive Yuan R.O.C points out that cultivation and sales of flowers are important items in the prospecting dedicated agriculture industries of Taiwan. Besides the enjoyment and appreciation the beauty of blooming by oneself , in social life flowers can perform the instrumental function of expressing wishes in the occasion of marriage, birthday, promotion, house moving, and consolation in the sickness or sadness. The study of flower preference schemata is one of the importance concepts for flower product design and development. The current research figured out different patterns of flower preference among people¡¦s mind ,through pictures of moth orchid and rose designed by the three factors of flower beauty: color, volume, and package. The distinctive flower buying behaviors of the different groups were studied consequently. In our valid sample are 696 teachers from senior high and junior high schools and elementary schools in the Kaohsiung area in Taiwan. In addition to the description and analysis on people¡¦s flower buying behavior about flower type preference, shop choice, purchase frequency, and flower-as-present purchase behavior, the major findings of the current research are as the following: (1) Confirming that there exist distinctive flower preference schemata in people mind; (2) Flower preference affect the purchase behavior; (3) Demographic variables moderate the effect of flower preference on the purchase behavior; (4) Flower attitude and demographic variables affect flower consumption behavior.