The Impact of Sensory Perceptions and Country-of-Origin Practices on Consumer Preferences for Rice: A Comparative Study of China and Thailand DOI Creative Commons
Tanapon Srisukwatanachai, Baichen Jiang,

Achara Boonkong

et al.

Foods, Journal Year: 2025, Volume and Issue: 14(4), P. 603 - 603

Published: Feb. 12, 2025

This investigation scrutinizes the impact of sensory perceptions and country origin (COO) on consumer inclinations for aromatic rice in China Thailand, elucidating pivotal characteristics cross-cultural variances purchasing behavior. A choice experiment (CE) involving 1330 participants from Guangzhou Bangkok assessed attributes such as fragrance, grain quality, certification, pricing. Structural Equation Modeling (SEM) was used to examine correlations between perceptions, COO, willingness pay (WTP). The findings indicate that fragrance integrity substantially influence preferences, with Chinese consumers more inclined buy premium-certified due escalating incomes food safety apprehensions, whereas Thai emphasize domestically produced demonstrate pronounced ethnocentrism. Price sensitivity brand allegiance similarly affect both markets. study underscores significance enhancing COO bolster global competitiveness rice, it provides pragmatic insights quality assurance, culturally nuanced marketing strategies.

Language: Английский

The Impact of Sensory Perceptions and Country-of-Origin Practices on Consumer Preferences for Rice: A Comparative Study of China and Thailand DOI Creative Commons
Tanapon Srisukwatanachai, Baichen Jiang,

Achara Boonkong

et al.

Foods, Journal Year: 2025, Volume and Issue: 14(4), P. 603 - 603

Published: Feb. 12, 2025

This investigation scrutinizes the impact of sensory perceptions and country origin (COO) on consumer inclinations for aromatic rice in China Thailand, elucidating pivotal characteristics cross-cultural variances purchasing behavior. A choice experiment (CE) involving 1330 participants from Guangzhou Bangkok assessed attributes such as fragrance, grain quality, certification, pricing. Structural Equation Modeling (SEM) was used to examine correlations between perceptions, COO, willingness pay (WTP). The findings indicate that fragrance integrity substantially influence preferences, with Chinese consumers more inclined buy premium-certified due escalating incomes food safety apprehensions, whereas Thai emphasize domestically produced demonstrate pronounced ethnocentrism. Price sensitivity brand allegiance similarly affect both markets. study underscores significance enhancing COO bolster global competitiveness rice, it provides pragmatic insights quality assurance, culturally nuanced marketing strategies.

Language: Английский

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