Consumers’ Willingness to Purchase Imported Cherries towards Sustainable Market: Evidence from the Republic of Korea

Globalization has led diverse stakeholders to join the market and resulted in corporate product diversification; however, some markets remain monopolized by a few countries owing “shadow trade barriers” influencing willingness purchase. The Korean cherry grown rapidly since 2000 but is U.S. cherries, which makes unsustainable; Uzbekistan cherries are 1.75-times less expensive than cherries. We examined potential of replace as imported only from these during spring–summer season. After collecting data through web survey, we conducted logistic regression analyses investigate what specific factors affect consumers’ purchase over cherries: price perception, brand familiarity, perceived risk, country origin. Results showed that more awareness (price perception), experience (brand familiarity), higher confidence safety (perceived risk) consumers had, they were willing Consumers who checked origin likely results provide useful information for exporters, importers, researchers, decision-makers, policymakers concerning utilization products sustainability market.