Purchase Intention on Sustainable products: A Case study on Free-Range Eggs in Taiwan

Abstract

Increasing of awareness on healthy and friendly environmentally products such as free-range eggs has become a concern of consumers in over the world including for Taiwanese consumers. There are many motives of free-range egg purchase, but this study only discussed four aspects, i.e. health consciousness, food safety concern, animal welfare concern, and price. This study examined the importance of those aspects and examined the relationship with purchase intention. The study was conducted on 228 Taiwanese respondents through an online survey held on November 2020 and February 2021. This study found that health consciousness was the main factor for Taiwanese consumers to choose free-range eggs followed by food safety concern, price and animal welfare concern. Health consciousness, food safety concern and the concern to animal welfare positively influenced the purchase intention, while price did not significantly influence the purchase intention. Females, the higher income level, and the respondents that cook more frequently have higher intention to buy free-range eggs, while the differences in age, educational levels, and number of family members do not influence the purchase intention.