%0 Journal Article
%T What Matters When Purchasing Fresh Agri-Food for Taiwanese Consumers? A Best-Worst Scaling Approach
%A Ching-Hua Yeh
%J Open Journal of Business and Management
%P 135-155
%@ 2329-3292
%D 2020
%I Scientific Research Publishing
%R 10.4236/ojbm.2020.81009
%X <span style=\"font-family:Verdana;\">Consumers¡¯ food purchase decision is multifaceted and complex, which is
not only influenced by product and process characteristics, but also by the
present decision-making circumstances. This study investigates </span><span style=\"font-family:Verdana;\">this complexity</span><span style=\"font-family:Verdana;\"> of consumers¡¯ food </span><span style=\"font-family:Verdana;\">choice</span><span style=\"font-family:Verdana;\"> influenced by product and process characteristics,
as well as by the decision-making circumstances (</span><i><span style=\"font-family:Verdana;\">i.e.</span></i><span style=\"font-family:Verdana;\"> tactile sensory aspects of the product and shopping location),
using best-worst scaling (BWS) methodology. BWS allows measuring the importance
of different food buying criteria, thereby eliciting consumers¡¯ preferences. A
total of 795 food consumers participated in a street-intercept interview
performed in three cities of Taiwan. Results indicate that among the nine food
purchase criteria (e.g. country-of-origin (CoO) labelling, production methods,
chemical residue testing (CRT) information, price, shopping location, visual
appearance, sense of touch, package size, and a recommendation given by a
significant one), CRT information is the most important criteria in consumers¡¯
purchase decision, followed by CoO, production methods and hedonic
characteristics. Three segments of consumers can be distinguished: the
health-conscious purchasers (50.20%), the hedonic buyers (31.90%), and the
origin-driven shoppers (17.90%).</span>
%K Best-Worst Scaling
%K Mixed Logit Model
%K Latent Class Analysis
%K Agri-Food
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=97167