| Summary: | 碩士 === 國立中興大學 === 國際農學碩士學位學程 === 107 === The international trade in agricultural products is getting more important to agricultural sector in Asia countries. Consumers usually have their own judgement to the imported produces based on their interest. In this study, we were doing the comparison of consumers’ perceptions of food values toward imported agricultural products in Japan, Taiwan, and Indonesia by using Best-Worst Scaling method. A set of seven food values was used, namely labeling product origin, food safety certified, high quality appearance, rare in domestic, price, how that product was grown, and freshness. An online survey was conducted in this study and the total qualified respondents were 1,350 respondents (500 Japanese, 333 Taiwanese, and 517 Indonesian respondents). In order to clarify the heterogeneity, this study applied the Latent Class Multinomial Logit (LC-MNL) model. Three different latent class are identified for each country. The results showed that there are similarities and differences between consumers’ preferences toward food values of imported fruits and vegetables in Japan, Taiwan, and Indonesia. Compared to price attribute, food safety certified was found as the most important food value for the majority group consumers in those three countries. Then, freshness was found as the second-most important food values for the majority group in those three countries. Moreover, labeling product origin was found as third-most important food values in majority group of Japanese and Taiwanese, while the third-most important food values for majority group of Indonesian was high quality appearance. The results also showed about the differences in the consideration of the importance of price for consumers in each country. The potential contribution of this study would help international marketers to enhance the marketing plan and the focus of marketing strategy for specific country.
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