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Article
Publication date: 4 December 2024

Austin Rong-Da Liang, Tung-Sheng Wang, Yu-Chen Yeh and Teng-Yuan Hsiao

The purpose of this study is to develop organic food consumption experience (OFCE) scales based on structural/functional theory.

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Abstract

Purpose

The purpose of this study is to develop organic food consumption experience (OFCE) scales based on structural/functional theory.

Design/methodology/approach

In the first step, the construct and item generation of OFCE were developed by a literature review, and 58 items were created for the item pool. In the second step, qualitative interviews were used to evaluate and maintain 35 items. In the third step, an online survey collected 543 valid samples to test reliability and validity with exploratory factor analysis in phase 3A. The AHP method was also used to confirm the construct and items in phase 3B. In the final step, 1,017 valid samples were collected by face-to-face survey to test the formal scale with confirmatory factor analysis.

Findings

This study defines OFCE as the internal and subjective responses that result from a series of interactions between consumers, the shopping environment and organic food. Meanwhile, six dimensions are named: organic food quality, store interactions, organic certification, convenience concerns, health benefits, caring for family and sense of responsibility. In addition, there are significant differences between organic food businesses and consumers regarding their perceptions of OFCE.

Originality/value

To the best of the authors’ knowledge, this is among the first studies to develop OFCE scales. In addition, the results of the study can potentially help organic food marketers develop new promotion strategies.

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Article
Publication date: 21 September 2021

Tung-Sheng Wang, Austin Rong-Da Liang, Chia-Chun Ko and Jie-Heng Lin

The objective of this study is to investigate the impact of geographical labeling (GL) and place of origin on consumers' perceived tea quality and purchase intention, as well as…

978

Abstract

Purpose

The objective of this study is to investigate the impact of geographical labeling (GL) and place of origin on consumers' perceived tea quality and purchase intention, as well as to analyze the moderating effects of traditional tea processing methods and the price of tea.

Design/methodology/approach

This study conducts two experiments by combining a simulated scenario with a questionnaire; overall, 383 and 678 valid samples were collected, respectively.

Findings

(1) The existence of GL is extremely important and will give consumers the perception of higher tea quality resulting in higher purchase intention. The tea’s production method and geographic location are strongly correlated. Thus, whether the tea is produced with traditional methods has a moderating effect on the place of origin, GL, and consumer response in study 1. (3) Different tea pricing has a moderating effect on the place of origin/GL and consumer response in study 2.

Originality/value

This study demonstrates the relationship between consumers' perception of tea GL, and their response helps to identify the difference between Eastern and Western tea culture, which can be used to help promote and market tea leaves. Multiple clues show a complementary effect between the place of origin and the GL on tea packaging. In addition, perception of the tea craftsmanship from the place of origin (long-term) and the price manipulation (short-term) have a moderating effect, which can be used to improve tea marketing design in academia and in practice.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 6
Type: Research Article
ISSN: 1355-5855

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