| Summary: | 碩士 === 東海大學 === 食品科學系 === 94 === This study is conducted to investigate consumers' perception and evaluation towards fresh fruit attributes. Five essential product attributes was studied, there are flavor, quality, safety, brand and the packaging; Four latent value attributes was constructed from the consumers' perception and evaluation of their attitude towards the “local identification” and “environmental view”. The hedonic pricing method was employed to study consumers’willingness to pay for both the essential and latent value attributes.
A survey was conducted to study the consumer's behavior for fresh fruit in Siturn area. A questionnaire was developed which include a 48 questions of people's attitude towards daily life which mainly developed from the concept of“Local identification” and “environmental view”. By using factor analysis on this 48 questions, 4 value factor was extracted, there are named as“local emotion”,”environmental paradigm”,”local action” and “ethnocentrism”. We also examined whether the time people lived in the place (the living time) and housing status （own houses or rent houses) will affect people's perception for the 4 latent value factors.
We found that consumers who live longer in Siturn Area/Taichung and consumers who have own house will have higher evaluation on“ local emotion“ and “local action”. The major findings of this research are as follows:
It's found that consumers are willing to pay for flavor, quality, safety as well as the latent variable of“environmental view”and“ethnocentrism” in fresh fruit shopping.
Through the price regression analysis, we found that in the essential attribute of fresh fruit shopping, consumers care most of the flavor attribute such as fragrance, sweet, juicy of fresh fruit. Secondly, they will make their purchasing decision based on fruits' appearance, size which we classify as the quality attribute. Finally, they will consider the safety attribute such as cleanness of the fruit, bug harm, pesticide remnant etc. Therefore, consumers are willing to pay the fresh food attributes on the flavor, quality and safety that each is counted 17.78%, 14.02% and 8.54% of price listed respectively.
In the latent value attributes of fresh fruit consumption, consumers have the highest willingness to pay for the“environmental paradigm” attribute in caring for the nature and environment and be willing to pay higher price for the eco-product or so called green product, it's counted for 34.43% of the price listed. We also found when consumers are shopping for fresh fruit, they have nation dignity and nation benefit in consideration too. And therefore, the willingness to pay for “ethnocentrism” attribute is counted for 7.53% of price listed.
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