Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

Kung, Mei-Ling; Wang, Jiun-Hao; Liang, Chaoyun

doi:10.3390/foods10102396

Cited by 19 publications

(28 citation statements)

References 69 publications

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“…According to perceived value theory, consumers evaluate the utility of a product or service based on perceptions of its benefits and costs (Green & Peloza, 2011). They have different preferences for different product features, and their purchase intention is influenced by the value they derive from such features (Kung et al, 2021). The higher the utility consumers derive from such features, the stronger the intention to purchase the product (Yuen et al, 2016), which is likely to influence their willingness to pay a premium for such products.…”

Section: Resultsmentioning

confidence: 99%

Consumers' willingness to pay for corporate social responsibility: Theory and evidence

Singh

2023

Int J Consumer Studies

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In an era when consumers believe that businesses should engage in corporate social responsibility (CSR), it is vital to understand how it affects consumers' willingness to pay (WTP) for the goods and services offered by such businesses. There is a need for an in‐depth study into the relationship between CSR and WTP, and to identify the mediators and the moderators affecting this relationship. To investigate this, we conducted a systematic literature review based on a preliminary search result of 116 unique articles indexed on this topic in four bibliographic databases—Scopus, Google Scholar, Dimensions and Web of Science—published over the previous seven decades. The findings confirm the overall positive effect of CSR on WTP. This study also reveals the indirect effect between CSR and WTP, mediated by variables like Brand Trust, Brand Loyalty, Brand Love, Customer Satisfaction, Brand Attitude, Purchase Intention and Brand Equity. The relationship is impacted by moderators, including demographics, cause‐based aspects, company characteristics, personal aspects and types of products. The theory explaining the evidence of each of these aspects provides a deeper understanding of the relationship between CSR and WTP, and the intervening variables. Based on these, a conceptual framework of this relationship involving all the variables is developed. The Theory, Context and Method (TCM) framework is employed to identify gaps and systematically make recommendations for future research. The findings of this study will aid marketers in developing pricing strategies based on a thorough understanding of consumer behaviour in terms of CSR perceptions. Scholars can use this study's conceptual framework to examine previously unexplored relationships. As the literature on CSR and its influence on consumers' purchase behaviour grows, this comprehensive systematic literature review on the effects of CSR on WTP fills an important gap.

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Section: Resultsmentioning

confidence: 99%

Consumers' willingness to pay for corporate social responsibility: Theory and evidence

Singh

2023

Int J Consumer Studies

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“…For instance, Yang et al (2022) found that hedonic presentation of minimally branded products had positive effects on both purchase intention and willingness to pay. It is important to note, however, Kung et al (2021) showed that WTP and purchase intention had differential influencing factors: Purchase intention was positively affected by functional value, purchase frequency, conditional value, and product marketing positively, whereas WTP was positively affected by promotional marketing, monthly disposable income, and social value. We proposed the following hypotheses:…”

Section: Effect Of Discount Frame On Consumer Responsesmentioning

confidence: 97%

“…Therefore, investigating whether there prior results can generalize to WTP is of practical importance. We did not make a precise hypothesis regarding the effect of discount frame on WTP because of the conflicting evidence: While some studies show that both purchase intention and WTP can be positively influenced by product presentation (Yang et al, 2022), other studies indicate that WTP and purchase intention had differential influencing factors (Kung et al, 2021).…”

Section: Effect Of Discount Frame On Consumer Responsesmentioning

confidence: 99%

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Wang

Xie

2023

MIP

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PurposeAccording to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).Design/methodology/approachThe experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).FindingsThe authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.Originality/valueTaken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.

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“…Research has indicated that pork quality, brand, certification and even consumer education level, socioeconomic status, average income, lifestyle and green consumption habits affect willingness to pay (Bjørner et al, 2004;Liebe et al, 2010;Van Kempen, 2004). Lim et al (2013) identified country of origin labels and food safety enhancements as the determinants for consumers to pay a premium price; several studies have supported this claim (Kung et al, 2021;Wongprawmas and Canavari, 2017;Wang et al, 2018). Previous studies have indicated that the primary factors affecting purchase intention and the willingness to pay for pork differ (Bellhouse et al, 2010;Lim et al, 2013;Wang et al, 2018).…”

Section: Purchase Intention and Willingness To Pay For Porkmentioning

confidence: 99%

Product-based marketing strategies: pork consumption in Taiwan and Japan

Ip,

Liang

2023

BFJ

Self Cite

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PurposeThe present study surveyed consumers in Taiwan and Japan to analyse the influence of marketing mix on purchase intention and the willingness to pay for Taiwanese pork and to establish a marketing-oriented model of consumer behaviour.Design/methodology/approachA total of 1,134 valid Internet surveys were collected, which included 526 Taiwanese respondents and 608 Japanese respondents.FindingsAn analysis of the results indicated that product quality constitutes the foundation of marketing strategies and significantly affects purchase intention and willingness to pay through physical evidence, promotional activities, place and price. Both physical evidence and product strongly affect the purchase intention of Taiwanese consumers, followed by price, whereas price and physical evidence significantly affect willingness to pay. For Japanese consumers, price, product and promotion strongly affect purchase intention, but place and physical evidence exert negative effects; by contrast, price and promotion significantly affect willingness to pay.Originality/valueThe results determined that a modified marketing mix should be applied for agricultural products. In the domestic market, marketing should promote the modernisation and scale of pork farms and possibly the brand value or market rarity. In international markets, particularly those of neighbouring countries, marketing should focus on the promotion of Taiwanese pork as a high-quality, reasonably-priced product with transparent product information and convenient purchase channels. This study contributes to the application of marketing theory to the market for staple foods by incorporating considerations for domestic and international markets.

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Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

Cited by 19 publications

References 69 publications

Consumers' willingness to pay for corporate social responsibility: Theory and evidence

Consumers' willingness to pay for corporate social responsibility: Theory and evidence

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Product-based marketing strategies: pork consumption in Taiwan and Japan

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