본문 바로가기
  • Home

The Effect of Defect of Ugly Food on Perceived Quality, Authenticity, Intention to Purchase, and Willingness to Pay Premium: Organic label and Environmental Concerns as Moderating Variables

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2021, 45(4), pp.75-101
  • DOI : 10.17086/JTS.2021.45.4.75.101
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : March 12, 2021
  • Accepted : May 27, 2021
  • Published : June 1, 2021

Lee, Sin-Ae 1 Hwang Johye 1

1경희대학교

Excellent Accredited

ABSTRACT

The foods that consumers do not purchase will lead to food waste and environmental problems. Due to COVID-19, consumers have become highly interested in the environment and this connects to an eco-friendly attitude. Thus, this study aimed to identify the relationship between authenticity, perceived quality, purchase intention, willingness to pay premium prices, organic labels, and environmental concerns of ugly food appearance for sustainable consumption. Apple was selected to represent the visually unappealing (ugly) food and the study was divided into normal and defective type of apples. The results showed that, when there is a defect of the food's appearance, the consumers’ buying habits demonstrated a lower belief in authenticity, perceived quality, purchase intention, and willingness to pay a premium price. However, consumers’ responses changed positively when organic labels were represented. Additionally, the authenticity and perceived quality affected purchase intention and willingness to pay a premium. Finally, environmental concerns were divided into three groups to verify the moderating effect of the relationship between food appearance and consumer response, and there was a significant interaction effect on perceived quality and purchase intention. This study expanded the scope of ugly food research on the subject of defects and confirmed that authenticity and organic labels can be used as variables to promote sustainable consumption. The study also offers valuable insights for food marketers to understand a willingness of environmentally conscious consumers to pay premium prices, thus increasing sales in the future.

Citation status

* References for papers published after 2022 are currently being built.