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 (못난이 푸드(Ugly Food)의 흠집이 지각된 품질, 진정성, 구매의도, 프리미엄 지불의사에 미치는 영향 : 유기농 라벨과 환경관심도를 조절변수로)

Lee， Sin-Ae (이신애); Hwang Johye (황조혜)

doi:10.17086/JTS.2021.45.4.75.101

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.

KEYWORDS

Ugly Food, Authenticity, Willingness to pay premium, Organic label, Environmental Concern

Citation status

* References for papers published after 2023 are currently being built.

[journal] Aaker, D. / 1990 / Consumer Evaluations Of Brand Extensions / Journal of Marketing 54(1) : 27~41

[journal] Aschemann-Witzel, J. / 2018 / Consumer perception and preference for suboptimal food under the emerging practice of expiration date based pricing in supermarkets / Food quality and preference 63 : 119~128

[journal] Aschemann-Witzel, J. / 2017 / Key characteristics and success factors of supply chain initiatives tackling consumer-related food waste – A multiple case study / Journal of Cleaner Production 155(2) : 33~45

[journal] Aschemann-Witzel, J. / 2017 / Consumer behaviour towards price-reduced suboptimal foods in the supermarket and the relation to food waste in households / Appetite 116 : 246~258

[journal] Apaolaza, V / 2017 / Organic label's halo effect on sensory and hedonic experience of wine: A pilot study / Journal of Sensory Studies 32(1)

[journal] Beverland, M. / 2006 / The ‘real thing’ : Branding authenticity in the luxury wine trade / Journal of business research 59(2) : 251~258

[journal] Beverland, M. B. / 2010 / Authentic subcultural membership : Antecedents and consequences of authenticating acts and authoritative performances / Psychology and Marketing 27(7) : 698~716

[journal] Binninger, A. S. / 2017 / Perception of naturalness of food packaging and its role in consumer product evaluation / Journal of Food Products Marketing 23(3) : 251~266

[journal] Bunn, D. / 1990 / Consumer acceptance of cosmetically imperfect produce / The Journal of Consumer Affairs 24(2) : 268~279

[journal] 장정윤 / 2019 / The Study on Authenticity Marketing Through Linguistic Analysis of Food Packages -The case of Ramen- / 외식경영연구 / 한국외식경영학회 22(3) : 107~141

[thesis] Cho, E. H. / 2018 / Identity design to promote the sales and change the perception of normally non marketable ugly fruit / Master / KookMin University

[journal] De Hooge, I. E. / 2017 / This apple is too ugly for me! / Food Quality and Preference 56 : 80~92

[journal] Di Muro, M. / 2016 / Consumers’ preferences and willingness-to pay for misfit vegetables / Economia Agro-Alimentare/Food Economy 18(2) : 133~154

[journal] Deng, X. / 2013 / When do transparent packages increase (or decrease) food consumption? / Journal of Marketing 77(4) : 104~

[book] Engel, J. F. / 1990 / Consumer Behavior / The Dryden Press, Inc

[web] FAO / 2013 / Food wastage footprint: Impacts on natural resources – Summary report / http://www.fao.org/docrep/018/i3347e/i3347e.pdf

[journal] Fernqvist, F. / 2014 / Credence and the effect on consumer liking of food – A review / Food Quality and Preference 32 : 340~353

[journal] Garvin, D. A. / 1987 / Competing on the eight dimensions of quality / Harvard Business Review 65(6) : 101~

[journal] Gill, H. / 2005 / Antecedents of trust : establishing a boundary condition for the relation between propensity to trust and intention to trust / Journal of Business and Psychology 19(3) : 287~302

[book] Gilmore, J. H. / 2007 / Authenticity : What consumers really want / Harvard Business Press

[journal] Grunert, K. G. / 2000 / Three issues in consumer quality perception and acceptance of dairy products / International Dairy Journal 10(8) : 575~584

[report] Gunders, D. / 2012 / Wasted: how America is losing up to 40 percent of its food from farm to fork to landfill / NRDC

[journal] Haanpää, L. / 2007 / Consumers’ green commitment:Indication of a postmodern lifestyle? / International Journal of Consumer Studies 31(5) : 478~448

[book] Harter, S. / 2002 / Handbook of Positive Psychology / Oxford University Press : 382~394

[journal] Hughner, R. S. / 2007 / Who are organic food consumers? A compilation and review of why people purchase organic food / Journal of Consumer Behaviour 6(2-3) : 94~110

[journal] Jaeger, S. R. / 2018 / Buy, eat or discard? A case study with apples to explore fruit quality perception and food waste / Food Quality and Preference 69 : 10~20

[journal] Jang, S. C. / 2015 / The Influence of Cultural Experience: Emotions in Relation to Authenticity at Ethnic Restaurants / Journal of Foodservice Business Research 18(3) : 287~306

[journal] Janssen, M. / 2012 / Product labelling in the market for organic food:Consumer preferences and willingnessto-pay for different organic certification logos / Food Quality and Preference 25(1) : 9~22

[book] Kader, A. A. / 2002 / University of California Agriculture and Natural Resources / Davis

[journal] Kadirov, D. / 2015 / Private labels ain’t bona fide! Perceived authenticity and willingness to pay a price premium for national brands over private labels / Journal of Marketing Management 31(17–18) : 1773~1798

[journal] 김은경 / 2015 / The Effects of Country Image and Wine Image on Consumers’ Wine Preferences and Purchase Intentions / 관광학연구 / 한국관광학회 39(8) : 291~311

[journal] 김진희 / 2017 / The Effect of Perceived Quality, Revisit Intention and Premium Payment Intention on Korean Restaurants: Focused on Mediation Effect of Experience Value / 관광학연구 / 한국관광학회 41(10) : 145~163

[web] Kim, J. S. / 2021 / 못생겨도 맛 좋아, 환경에도 좋아, 돈 벌어 더 좋아 / Chosunmedia / https://n.news.naver.com/article/023/0003612530

[journal] Kushwah, S. / 2019 / Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns / Journal of Cleaner Production 236 : 117519~

[other] LeBlanc, R. / 2018 / Why the U. S. wastes more food than almost any other country / The Balance Small Business

[journal] Lee, H. E. / 2012 / Research Articles : The Structural Relationship of Perceived Value, Perceived Quality, Environmental Commitment, Purchasing Attitude and Purchasing Intention of Organic Food Consumer / Journal of Tourism Science 36(3) : 295~

[journal] 이신애 / 2020 / A Study on the Application of Visually Unattractive Food for Sustainable Consumption: Emotional and Cognitive Reactions to Food Shape and Organic Labeling / 관광학연구 / 한국관광학회 44(2) : 181~205

[journal] 이수하 / 2018 / The Effect of Storytelling-Advertisement Type on Flow, Authenticity and Purchase Intention / 브랜드디자인학연구 / 사단법인 한국브랜드디자인학회 16(2) : 279~296

[journal] Louis, D. / 2018 / Retailers’ communication on ugly fruits and vegetables:What are consumers’ perceptions? / Journal of Retailing and Consumer Services 41 : 256~271

[journal] 임해진 / 2013 / Impact of Reason for Purchasing Environmentally-friendly Agricultural Products on Intent to Re-purchase : Focus on Regulation Effect of Indirect Experience through Their Children / 산업경제연구 / 한국산업경제학회 26(6) : 2633~2654

[journal] Lin, Y. / 2012 / Double Standard: The Role of Environmental Consciousness in Green Product Usage / Journal of Marketing 76(5) : 125~134

[journal] Loebnitz, N. / 2018 / The impact of abnormally shaped vegetables on consumers’ risk perception / Food Quality and Preference 63 : 80~87

[journal] Loebnitz, N. / 2015 / Who buys oddly shaped food and why? impacts of food shape abnormality and organic labeling on purchase intentions / Psychology & Marketing 32(4) : 408~421

[journal] Molinillo, S. / 2020 / Understanding the drivers of organic foods purchasing of millennials:Evidence from Brazil and Spain / Journal of Retailing and Consumer Services 52 : 101926~

[journal] Moulard, J. G. / 2016 / Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products / Psychology & Marketing 33(6) : 421~436

[journal] Netemeyer, R. G. / 2004 / Developing and validating measures of facets of customer-based brand equity / Journal of Business Research 57(2) : 209~224

[journal] O’Connor, K. / 2017 / Disambiguating authenticity: Interpretations of value and appeal / PloS One 12(6)

[journal] Pappu, R. / 2005 / Consumer-based brand equity: Improving the measurement - empirical evidence / Journal of Product & Brand Management 14(3) : 143~154

[journal] 박미선 / 2014 / Comparison of Consumer's Perceptions of Quality Certified Agricultural Products by Consumer's Health-Concern and Environmental Concern / 외식경영연구 / 한국외식경영학회 17(5) : 107~132

[journal] 박승배 / 2007 / A Study of Hierachical Apartment Brand Equity and Price Premium / 상품학연구 / 한국상품학회 25(4) : 153~168

[journal] Rao, A. / 1996 / Causes and Consequences of Price Premiums / The Journal of Business 69(4) : 511~535

[journal] Roe, B. / 1999 / The impact of health claims on consumer search and product evaluation outcomes:Results from FDA experimental data / Journal of Public Policy & Marketing 18(1) : 89~105

[journal] Royne, M. B. / 2011 / The Public Health Implications of Consumers’ Environmental Concern and Their Willingness to Pay for an Eco-Friendly Product / The Journal of Consumer Affairs 45(2) : 329~343

[journal] Rozin, Paul / 2012 / European and American perspectives on the meaning of natural / Appetite 59(2) : 448~455

[journal] Ryu, E. S / 2017 / The Effect of Environmental Knowledge and Environmental Concern on the Purchase Intention of Eco-FriendlyWine: Focusing on the Moderating Role of Customer Involvement / Journal of Tourism Science 41(3) : 183~200

[journal] Schuldt, J. P. / 2010 / The ‘organic’ path to obesity? Organic claims influence calorie judgments and exercise recommendations / Judgment and Decision Making 5 : 144~150

[journal] Steenkamp, J. E. B. M. / 1996 / Quality guidance: A consumer based approach to food quality improvement using Partial Least Squares / European Review of Agricultural Economics 23(2) : 195~215

[journal] Sörqvist, P. / 2015 / The green halo: Mechanisms and limits of the eco-label effect / Food Quality and Preference 43 : 1~9

[journal] Van Giesen, R. I. / 2019 / Too ugly, but I love its shape: Reducing food waste of suboptimal products with authenticity positioning / Food Quality and Preference 75 : 249~259

[journal] Van Liere, K. D. / 1981 / Environmental Concern / Environment and Behavior 13(6) : 651~676

[journal] Wansink, B. / 1996 / Advertising strategies to increase usage frequency / Journal of Marketing 60(1) : 31~46

[web] Waste and Resources Action Programme / 2008 / Love food hate waste / www.wrap.org.uk/content/love-food-hate-waste

[journal] Whitmarsh, L. / 2010 / Green identity, green living? The role of pro- environmental self-identity in determining consistency across diverse pro-environmental behaviours / Journal of Environmental Psychology 30 : 305~314

[journal] Wier, M. / 2002 / Market potential for organic foods in Europe / British Food Journal 104(1) : 45~62

[journal] Xu, Y. / 2020 / Would you bring home ugly produce? Motivators and demotivators for ugly food consumption / Journal of Retailing and Consumer Services 59

[journal] Yeoman, I. / 2006 / Luxury markets and premium pricing / Journal of Revenue and Pricing Management 4(4) : 319~328

[journal] 유소이 / 2012 / A Study of Willingness to Pay Premium and Purchasing Cost of an Ethical Product with Considering the Treatment Effect of Consumer Knowledge / 한국지역사회생활과학회지 / 한국지역사회생활과학회 23(3) : 291~305

[journal] Yuan, J. J. / 2019 / US consumers’ perceptions of imperfect “ugly” produce / British Food Journal 121(11) : 2666~2682

[journal] Zajonc, R. B. / 1968 / Attitudinal effects of mere exposure / Journal of Personality and Social Psychology 9(2p2) : 1~27

[journal] Zeithaml, V. / 1988 / Consumer perceptions of price, quality, and value: A Means-End Model and Synthesis of Evidence / Journal of Marketing 52(3) : 2~

KJCKorea
Journal Central

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

ABSTRACT

KEYWORDS

Citation status

* References for papers published after 2023 are currently being built.

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

ABSTRACT

KEYWORDS

Statistics

Tools

Issue List

Citation status

KCI Citation Counts (4)

REFERENCES (70) * References for papers published after 2023 are currently being built.

Search PDF

Citation

* References for papers published after 2023 are currently being built.