Determinants of Fruit Purchasing Decision Among Singaporean Consumers: An Empirical Study

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2021-12-01 DOI:10.1080/08974438.2021.2006106

C. Suntharalingam, Thanuja Rathakrishnan, S. Safari

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引用次数: 1

Abstract

Abstract Empirical assessment concerning the relationship between fruit characteristics and fruit purchase is rather limited within the Asia-Pacific region. It is for this reason that the current study was carried out, to offer an understanding on the fruits characteristics that consumers seek during their fruit purchasing decision. This study was undertaken among 519 Singaporeans. The integrative data analysis approach, i.e., PCA and PLS-SEM adopted in this study is among the first to be undertaken in a consumer behavior study on perishables. The three determinants influencing fruit purchase decision include search and experience, claims and label, and visual appearance. Claims and label, and visual appearance, respectively, demonstrated positive relationship with fruit purchase, while search and experience depicted an inverse relationship. This study findings offer valuable insights which can assist food supply stakeholders to strategize and adopt approaches that serve as a move to tackle low fruit intake among Singaporeans.

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新加坡消费者购买水果决定因素的实证研究

摘要在亚太地区，对水果特性与水果购买之间关系的实证评估相当有限。正是出于这个原因，本研究旨在了解消费者在水果购买决策中所寻求的水果特性。这项研究在519名新加坡人中进行。本研究中采用的综合数据分析方法，即PCA和PLS-SEM，是首批在易腐物品消费者行为研究中进行的方法之一。影响水果购买决策的三个决定因素包括搜索和体验、声明和标签以及视觉外观。声明、标签和视觉外观分别与水果购买呈正相关，而搜索和体验则呈反比。这项研究结果提供了宝贵的见解，有助于食品供应利益相关者制定战略并采取措施解决新加坡人水果摄入量低的问题。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.