Factors Affecting Taiwanese Consumers' Intention to Purchase Abnormally Shaped Produce

This study examines the effects of produce shape abnormality, organic labeling, and discounts on consumers' intention to purchase produce. Two studies were conducted. In Study 1, a 3 (normal, moderate, and extreme shape abnormality) x 2 (with and without organic labeling) between-subjects design was used. In Study 2, a 2 (moderate and extreme shape abnormality) x 5 (discount: 30%, 40%, 50%, 60%, and 70%) between-subjects design was used. A total of 480 valid responses to questionnaires were collected. Study 1 revealed that the interaction between produce shape abnormality and organic labeling significantly affects purchase intention. Study 2 revealed that the interaction between produce shape abnormality and discount significantly affected purchase intentions. For a 30% discount, the results indicate no difference in intention to purchase moderately or extremely abnormally shaped produce. For 40%, 50%, 60%, and 70% discounts, intention to purchase moderately abnormally shaped produce was stronger than that for extremely abnormally shaped produce. This study discusses the implications of the findings, limitations, and recommendations for future research.