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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.
Personal values underlying ethnic food choice: Means-end evidence for Japanese food
Yeong S. Tey,Poppy Arsil,Mark Brindal,Su Y. Liew,Chi T. Teoh,Rika Terano 한국식품연구원 2018 Journal of Ethnic Foods Vol.5 No.1
Background Ethnic cuisines are increasingly popular in global food markets. This study identifies the personal values underlying Malaysian consumers' decision making with respect to Japanese food. Methods A total of 134 Malaysian consumers were interviewed and analyzed using means-end chain methodology. Results Our findings indicate that Japanese food is chosen for the values that the attribute “tasty” can help achieve, not for that attribute per se. Conclusion Identified values primarily related to longevity, meaningful life-style and sense of accomplishment. The identification of these connections is an important step in understanding why a particular ethnic food is favored by foreign consumers. Our findings could be helpful to restaurateurs in meeting marketing strategies with consumer values and policymakers when designing health campaigns.