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Consumers’ Willingness to Purchase Imported Cherries towards Sustainable Market: Evidence from the Republic of Korea

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Title Consumers’ Willingness to Purchase Imported Cherries towards Sustainable Market: Evidence from the Republic of Korea
 
Creator Shin, S.
Ji, S.
 
Subject fruit trees
markets
trade
willingness to pay
 
Description Globalization has led diverse stakeholders to join the market and has resulted in corporate and product diversification; however, some markets remain monopolized by a few countries owing to “shadow trade barriers” influencing willingness to purchase. The Korean cherry market has grown rapidly since 2000 but is monopolized by U.S. cherries, which makes the market unsustainable; however, Uzbekistan cherries are 1.75-times less expensive than U.S. cherries. We examined the potential of Uzbekistan cherries to replace U.S. cherries as cherries are imported only from these countries during the spring–summer season. After collecting data through a web survey, we conducted logistic regression analyses to investigate what specific factors affect Korean consumers’ willingness to purchase Uzbekistan cherries over U.S. cherries: price perception, brand familiarity, perceived risk, and country of origin. Results showed that the more price awareness (price perception), experience (brand familiarity), and higher confidence of safety (perceived risk) that consumers had, the more they were willing to purchase Uzbekistan cherries. Consumers who checked the country of origin were less likely to purchase Uzbekistan cherries. The results provide useful information for exporters, importers, researchers, decision-makers, and policymakers concerning the utilization of products for sustainability in a monopolized market.
 
Date 2021-05-12
2021-06-22T01:12:44Z
2021-06-22T01:12:44Z
 
Type Journal Article
 
Identifier Shin, S. and Ji, S., 2021. Consumers’ Willingness to Purchase Imported Cherries towards Sustainable Market: Evidence from the Republic of Korea. Sustainability, 13(10), 5420. https://doi.org/10.3390/su13105420
2071-1050
https://hdl.handle.net/10568/114045
https://www.cifor.org/library/8039
https://doi.org/10.3390/su13105420
 
Language en
 
Rights CC-BY-4.0
Open Access
 
Format 5420
 
Publisher MDPI AG
 
Source Sustainability