Achieving Disruptive Sustainability in Organic Consumption through Institutional Alignment
Description
By having consumers choose between products with different levels of attributes (i.e., value perception, channel norms, and certification modes), we aim to understand the impact of various attributes on consumer choices. This study utilizes the conditional logit (CL) model to elucidate the impact of each attribute on consumers' choices, as response data were modeled within a utility function of the conditional logit (CL) model. The data includes STATA code, result, and databased.
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Steps to reproduce
To ensure sample representativeness, this study sampled proportionally from six major cities (comprising 70% of Taiwan's population), targeting individuals over 20 who regularly purchase produce weekly. An online survey was employed to mitigate social desirability bias. The survey was conducted anonymously from Oct 15, 2023, to Dec 15, 2023, to ensure respondents' privacy. Participants were informed about the general purpose of the research, which was to examine consumer preference for organic foods. The questionnaire was completed by 1,060 individual respondents.
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Funding
Ministry of Science and Technology, Taiwan
111-2410-H-029 -016 -MY2