Assessing the effect of organic-food short storytelling on consumer response

Yong You Nie, Austin Rong Da Liang*, Dun Ji Chen

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

2 引文 斯高帕斯(Scopus)

摘要

This study explores the influence of organic food storytelling on consumer response. A random sampling method was used to select organic food retail stores and markets, and then collected 578 valid samples by a quota sampling method. Four storytelling types, including individual story, environmental story, price story, and food therapy story, were based on interview results. Based on partial least squares results, organic food storytelling indeed led consumers to prefer natural food, with food therapy storytelling being the most important factor that influenced their preference for natural food. This was followed by environmental story, price story, with the individual story being the last one. Except for the individual story type, the other three story types established more positive consumer attitudes toward organic food. The preference for natural food increased consumers’ purchase intention, followed by attitude toward organic food, and finally by individual story.

原文英語
頁(從 - 到)968-985
頁數18
期刊Service Industries Journal
37
發行號15-16
DOIs
出版狀態已發佈 - 2017 十二月 10

ASJC Scopus subject areas

  • 策略與管理
  • 技術與創新管理

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