Consumers’ Purchase Behavior and Market Segmentation of Plant-Factory Vegetable in Taiwan’s Metropolitan Area
Date Issued
2012
Date
2012
Author(s)
Yuh, Da-Chen
Abstract
With the insufficient supply of food and the emphasis of food security, Plant Factory has become the focal point in recent years. However, most of the Plant Factory studies focus on technical side, and only a few of them concern about the market side. Therefore, this study pays attention to the consumption of Plant Factory Vegetables, which is the main product in Taiwan’s Plant Factory.
In this study, the consumers were interviewed in Taipei, Taichung and Kaohsiung, between February 2012 and March 2012. The effective sample size is 524. Then, we use market segmentation model, choice model and logistic model to analyze consumers’ behaviors toward Plant Factory Vegetables in Taiwan’s metropolitan area. From the study, it can be concluded that the consumers of Group2, emphasizing on fresh, healthy and packaging message, and spending more money on organic vegetables each time, have a higher willingness to pay for the Plant Factory Vegetables. Furthermore, it find out that the willingness to pay for Plant Factory Vegetables is 3.132NT dollars higher than organic vegetables per 150 grams and consumers prefer smaller sizes of vegetables with the same weight.
Subjects
Plant Factory
Vegetable Consumption
Market Segmentation
Choice Model
Logit Model
SDGs
Type
thesis
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