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A Study of Consumers' Perception of Risk on Organic Tea in Taiwan

Author

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  • Liu, Wei-Fang
  • Huang, Wan-Tran

Abstract

Because the impact of Taiwan jointing WTO and Taiwanese initiative of health, nature and no burden of life principle, so as to spur Taiwan to start promoting new tide of drinking organic tea. However, the needs of the information concerning with risk perception for organic tea consumer are more curious, thus the organic tea industry should know what the demands and concerns of their consumers. Hence, the purposes of this paper are to analyze what the concerns for organic tea consumers are and what the risk perceptions for the organic tea consumers are. The data used by this paper were from the sampling survey to interview 387 consumers located in middle Taiwan. This paper adopted AIO (Activity, Interest, and Opinion) to analyze the characteristics of consumers and then use the theory of risk perception to identify its risk perception. As the results, this paper gets three segments of perception risk, i.e., financial risk oriented, physical risk oriented, and performance risk oriented. Final, this paper suggests organic tea sellers could build a construction of organic tea that includes the production and pack product to the sale process.

Suggested Citation

  • Liu, Wei-Fang & Huang, Wan-Tran, 2006. "A Study of Consumers' Perception of Risk on Organic Tea in Taiwan," 99th Seminar, February 8-10, 2006, Bonn, Germany 7777, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae99:7777
    DOI: 10.22004/ag.econ.7777
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