A Study on Consumer Willingness and Influencing Factors of Unique and Niche Fruit
LUO Chan
WANG Li-ping
Abstract：Taking the characteristic fruit yellow peel industry as the research object,a model was constructed to examine the impact of value perception and preference on consumer willingness.The results showed that value perception(including functional value,cultural value,and innovative value)positively affects consumer preference and willingness to consume;Consumer preferences have a positive impact on consumption intention,and play a partial mediating role between value perception(functional value,cultural value,innovative value)and consumption intention.Based on research conclusions and practical considerations,countermeasures and suggestions have been proposed to promote the development of characteristic fruit yellow peel.
Keywords：Specialty fruitsValue perceptionConsumer preferencesConsumer willingness
Publication Date：2024-02-28
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：7( 28-34 )