Decoding Asian consumers' willingness to pay for organic food product: a configurational-based approach
نویسندگان
چکیده
Purpose This study aims to examine the most influential drivers, both product-specific and consumer-specific, affecting Asian consumers' willingness pay (WTP) for organic olive oil. Design/methodology/approach To individuate drivers of WTP products assess their effect, in terms configurational paths consumer profiles, this sequentially employs explorative factor analysis approach a fuzzy-set qualitative comparative method. The survey is carried out different areas Asia (e.g. Pakistan, Vietnam China). Findings results suggest that described by consumer-specific (gender, occupation household size) as well (product authenticity sustainability, ethnocentrism food fraud risk perception). Originality/value findings permit identification move contributes setting ground companies propose implement efficacious marketing strategies oil importing countries, such Asia.
منابع مشابه
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ژورنال
عنوان ژورنال: European Journal of Innovation Management
سال: 2023
ISSN: ['1460-1060', '1758-7115']
DOI: https://doi.org/10.1108/ejim-10-2022-0591