Search Results

You are looking at 1 - 2 of 2 items for

  • Author or Editor: Dongmin Lee x
  • Search level: All x
Clear All

Abstract

Consumers increasingly prefer lattes using alternative milk from plant-based sources. This study aims to find the factors affecting consumer intention to purchase lattes using alternative milk from plant-based sources and to compare the links between the factors and purchase intentions depending on two labels, “vegan” and “plant-based.” An online, scenario-based experiment was conducted with a between-subjects design (plant-based: n=268, vegan: n=265), followed by a survey. In both groups, the results show that the perceived benefits positively affect purchase intention, but the perceived barrier (i.e., vegetarian stigma) did not. Perceived benefits and preference were higher when showing a “plant-based latte” label focusing on the presence of plant-based ingredients than when showing a “vegan latte” label focusing on the absence of animal-based ingredients. For the label “vegan latte,” even if consumers are non-vegan, the higher their food curiosity, food snobbery, and food variety-seeking tendency, the higher their purchase intention. It suggests to marketers and menu developers what needs to be highlighted and which consumers to target to boost sales of latte using alternative milk. The findings emphasize the potential for labels to promote the purchase intention of alternative lattes, offering a strategy for changing consumer behavior.

Open Access
In: International Food and Agribusiness Management Review

Due to the growing popularity of digital platforms, social media conversations have been proposed and used as an indicator of public diplomacy outcomes. Despite this, existing research has found that most publics were unwilling to engage with foreign countries on social media. Considering this, this study seeks to identify factors that motivate and/or constrain individuals’ engagement in conversations about foreign countries. A survey and semi-structured interviews were conducted with sojourners who temporarily resided in Macao. When choosing how (i.e., channels) and what (i.e., content) to transmit, they managed the tension between perceived risk and expected benefit. Reflecting the theory of planned behavior, where individuals’ motivation (i.e., intended outcomes) and perceived behavioral control (i.e., ability to manage the tension between perceived risk and expected benefit to achieve such intended outcomes) predict behavioral intentions, the findings unveil the limitations of monitoring and tracking social media conversations as an indicator of public diplomacy outcomes.

Free access
In: Asian International Studies Review