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THE ASSOCIATION BETWEEN THE COUNTRY-OF-ORIGIN EFFECT AND DESIRED VALUES IN THE PURCHASE OF FRESH PRODUCE BY MALAYSIAN CONSUMERS

Article number
1006_12
Pages
111 – 120
Language
English
Abstract
For Malaysian consumers, the origin of food is most often associated with food that is Halal, food that has been produced in a way that protects worker welfare and food that has been produced in a way that is good for the environment.
Consumers also utilise information about the origin of food to indicate that the food is good value for money.
Country-of-origin may also provide an assurance that the food has a good taste and is safe to eat.
However, there is little evidence of any association between country-of-origin and food that has a good texture or is healthy and nutritious.

Publication
IV International Symposium on Improving the Performance of Supply Chains in the Transitional Economies
Authors
N. Chamhuri , P.J. Batt
Keywords
country-of-origin, perceived quality, fresh fruit and vegetables, Malaysia
Full text
https://doi.org/10.17660/ActaHortic.2013.1006.12
Online Articles (55)
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