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Factors Affecting Taiwanese Consumers’ Intention to Purchase Abnormally Shaped Produce

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  • Yen-Lun Su

    (Department of Hotel and Restaurant Management, National Pingtung University of Science and Technology, Pingtung 91201, Taiwan)

  • Pongsakorn Ngamsom

    (Department of Tropical Agriculture and International Cooperation, National Pingtung University of Science and Technology, Pingtung 91201, Taiwan)

  • Jen-Hung Wang

    (Rdata System Co., Ltd., Taichung 406047, Taiwan)

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.

Suggested Citation

  • Yen-Lun Su & Pongsakorn Ngamsom & Jen-Hung Wang, 2023. "Factors Affecting Taiwanese Consumers’ Intention to Purchase Abnormally Shaped Produce," Sustainability, MDPI, vol. 15(9), pages 1-13, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:9:p:7715-:d:1142035
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    References listed on IDEAS

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    4. Xu, Yang & Jeong, EunHa & Jang, SooCheong (Shawn) & Shao, Xiaolong, 2021. "Would you bring home ugly produce? Motivators and demotivators for ugly food consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
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