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Yeong Sheng Tey,Elton Li,Johan Bruwer,Amin Mahir Abdullah,Jay Cummins,Alias Radam,Mohd Mansor Ismail,Suryani Darham 기술경영경제학회 2013 ASIAN JOURNAL OF TECHNOLOGY INNOVATION Vol.21 No.1
Individual farmers subjectively perceive the attributes of green agricultural innovations andtheir subsequent benefits. Qualifying this knowledge is important, but past efforts havelargely been unsystematic. This systematic study assesses the structure of perceivedattributes of sustainable agricultural practices. Through a survey of Malaysian vegetablefarmers, the results of confirmatory factor analysis indicate that the most robust structureconsists of four attributes. The four important attributes are relative advantage,compatibility, complexity and trialability. Among them, measures are required to link noneconomicbenefits to profitability to the attribute of relative advantage. Our work representsa guide to assist change agents to evaluate farmer perceptions at different locationssystematically. This structured method will help effectively to design and promotesustainable agriculture and other green agricultural innovations.
Factors infl uencing willingness to pay for sustainable apparel: A literature review
Yeong Sheng Tey,Mark Brindal,Haddy Dibba 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.2
Using a vote count analysis that synthesi z es previous works, this study reviews the pivotal factors that lead to greater willingness to pay for sustainable apparel products. Previous work generally concurs that there is a desire for sustainable apparel, even when a price premium is required. Our fi ndings clearly indicate that consumers, when making an actual purchase, are resistant to price premiums unless they perceive a tangible benefi t equivalent to the premium paid. These benefi ts are various, but they can all be grouped as constituting “value . ” However, that desire does not directly translate into purchasing action. We conclude that that desire is a form of theoretical rationality in the consumer’s mind. Even when value is added, the evidence indicates that the apparel will gain minimum acceptance unless the esthetic is also appealing.