Hsu Jane Lu, Shiue Charlene W, Hung Kelsey J-R
Department of Marketing, National Chung Hsing University, Taichung, Taiwan.
Environ Health Insights. 2024 Sep 28;18:11786302241283000. doi: 10.1177/11786302241283000. eCollection 2024.
This study aims to explore the origin effects of imported fruits, with a particular focus on environmental sustainability. Data were collected in 2021 through in-person surveys administered to primary food shoppers in Taipei. Total valid samples were 199. SAS software was used in analytics in this study. Multivariate analysis was employed to analyze the influences of various origin effects-advertising, environment, technology, pollution, image, and economy-on purchasing decisions. Major findings indicate that production technology has the most substantial positive influence on purchasing decisions, followed by country image and environmental aspects. Kernel density estimation further revealed that perceptions of environmental sustainability are multifaceted, with pollution being a more consistently understood factor compared to the broader environmental impacts. These findings underscore the importance of tailoring marketing strategies and policies to align with consumer perceptions regarding environmental sustainability, fostering trust, and promoting sustainable practices within the fruit import industry. The study provides valuable insights but is limited by its geographic focus on Taipei, the cross-sectional nature of the data, and the specific origin effects examined. Future research should consider broader geographic areas and additional product categories to enhance generalizability.
本研究旨在探讨进口水果的产地效应，尤其关注环境可持续性。2021年，通过对台北主要食品购物者进行的实地调查收集了数据。有效样本总数为199个。本研究在分析中使用了SAS软件。采用多变量分析来分析各种产地效应——广告、环境、技术、污染、形象和经济——对购买决策的影响。主要研究结果表明，生产技术对购买决策具有最显著的积极影响，其次是国家形象和环境方面。核密度估计进一步显示，对环境可持续性的认知是多方面的，与更广泛的环境影响相比，污染是一个更易于理解的因素。这些发现强调了调整营销策略和政策以符合消费者对环境可持续性的认知、建立信任并促进水果进口行业内可持续做法的重要性。该研究提供了有价值的见解，但受到其对台北的地理聚焦、数据的横断面性质以及所考察的特定产地效应的限制。未来的研究应考虑更广泛的地理区域和更多的产品类别，以提高研究结果的普遍性。
