The Influence of Perceived Asian Vegetable Quality and Price Concerning the Purchase and Consumption Decisions of Asian Americans: A Case Study
Keywords:Asian Vegetables, Perceived Quality, Perceived Price, Vegetable Consumption, Ethnic Vegetables
Information concerning consumer attitudes toward Asian vegetables is not widely published or available. Many Asian crops are considered high-value produce and subsequently people are willing to pay more to purchase these vegetables. However, consumers and grocers alike have difficulty in predicting the vegetables preferred and desired by Asian Americans and therefore making conscientious efforts to obtain these vegetables with corresponding high quality is problematic. The purposes of the study were to identify the most popular Asian vegetables chosen by Asian consumers and to assess the relationships among the frequency of their choices and perceived quality and price. A self-administered questionnaire was developed to identify the most popular Asian vegetables by assessing consumer consumption frequency, perceived quality, and perceived value as measured by price perception of 31 identified Asian vegetables. Nappa cabbage, ginger, and mushroom were identified by the study participants as the most consumed Asian vegetables. The consumption of Asian vegetables was positively associated with perceived vegetable quality and negatively associated with perceived vegetable price.
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