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- Title
Factors Affecting Taiwanese Consumers' Intention to Purchase Abnormally Shaped Produce.
- Authors
Su, Yen-Lun; Ngamsom, Pongsakorn; Wang, Jen-Hung
- Abstract
This study examines the effects of produce shape abnormality, organic labeling, and discounts on consumers' intention to purchase produce. Two studies were conducted. In Study 1, a 3 (normal, moderate, and extreme shape abnormality) × 2 (with and without organic labeling) between-subjects design was used. In Study 2, a 2 (moderate and extreme shape abnormality) × 5 (discount: 30%, 40%, 50%, 60%, and 70%) between-subjects design was used. A total of 480 valid responses to questionnaires were collected. Study 1 revealed that the interaction between produce shape abnormality and organic labeling significantly affects purchase intention. Study 2 revealed that the interaction between produce shape abnormality and discount significantly affected purchase intentions. For a 30% discount, the results indicate no difference in intention to purchase moderately or extremely abnormally shaped produce. For 40%, 50%, 60%, and 70% discounts, intention to purchase moderately abnormally shaped produce was stronger than that for extremely abnormally shaped produce. This study discusses the implications of the findings, limitations, and recommendations for future research.
- Subjects
CONSUMER behavior
- Publication
Sustainability (2071-1050), 2023, Vol 15, Issue 9, p7715
- ISSN
2071-1050
- Publication type
Article
- DOI
10.3390/su15097715