The current issue and full text archive of this journal is available on Emerald Insight at:

www.emeraldinsight.com/0007-070X.htm

Food shoppers’
Information used in food vegetable
shoppers’ vegetable purchasing purchasing
decisions
decisions in Chinese societies
Jane Lu Hsu, Charlene W. Shiue and Kelsey J.-R. Hung 1487
Department of Marketing, National Chung Hsing University, Taichung, Taiwan
Received 10 July 2016
Revised 1 February 2017
Accepted 4 February 2017
Abstract
Purpose – The purpose of this paper is to reveal influential information used in vegetable purchasing
decisions of household primary food shoppers in China and in Taiwan.
Design/methodology/approach – Two in-person surveys were administrated separately in Shanghai,
China and in Taipei, Taiwan, the two most populous metropolitan areas in China and in Taiwan, respectively.
Findings – Results reveal that about 32 per cent of respondents in Taipei purchase vegetables once in every
two to three days. The majority of respondents in Shanghai (81 per cent) purchase vegetables on a daily basis.
Results of factor analysis reveal the four dimensions, origin labelling, promotion, selection, and quality,
influence purchasing decisions of respondents in Taipei and in Shanghai. For household primary food
shoppers in Taipei, origin labelling and selection help food shoppers in Taipei in vegetable purchasing
decisions, but not promotion. For those food shoppers in Shanghai who purchase large volume of vegetables,
quality is the most important factor in purchasing decisions.
Originality/value – This study provides new insights into vegetable purchasing decisions in two populous
cities in China and Taiwan. The contributions of this study are to provide valuable information in vegetable
purchasing decisions for effective information communication in retailing; and to fill in the gap of research in
vegetable purchasing decisions in consumer behaviour studies in Chinese societies.
Keywords Chinese societies, Household primary food shoppers, Vegetable purchasing decisions
Paper type Research paper

Introduction
Vegetables provide essential nutrient in diet. Household primary food shoppers’ vegetable
purchasing decisions are of particular importance for households’ vegetable consumption since
vegetables are usually not purchased by individuals for personal consumption. How grocery
shoppers purchase vegetables determines availability of vegetables for family consumption
(Moreira et al., 2015). Household primary food shoppers value certain influential information in
vegetable purchasing decisions. Cox et al. (1996) state that vegetables are well-recognised for
health benefits; however, Cox and Poelman (2015) reveal that research examining vegetable
purchasing decisions at the commodity level has not been evaluated to a great extent.
China, an emerging market for agricultural products, has a steady increasing trend of
demand for vegetables. Unlike developed countries, vegetables are consumed at relatively
large volume in China. As indicated in Table I, annual per capita consumption of vegetables
in China reached 347.8 kilograms in 2013. However, even with similar Chinese cultural
background, annual per capita consumption of vegetables in Taiwan was merely
111.4 kilograms in 2013. Annual per capita consumption of vegetables in China has been
twice higher than it was in Taiwan. At the same year, annual per capita consumption of
vegetables was 102.8 kg in Australia, 97.0 kg in UK, 114.0 kg in USA, and 102.3 kg in Japan.
In comparison, annual per capita consumption of meat in China reached 57.6 kg in 2013,
much less than it of the USA, 113.9 kg, or of Australia, 104.1 kg. Annual per capita
consumption of meat in Taiwan was 76.7 kg, and of Japan was only 49.2 kg. Vegetables are
the main diet in food consumption in China. British Food Journal
Food shoppers’ vegetable purchasing decisions are of importance not only because Vol. 119 No. 7, 2017
pp. 1487-1494
vegetables are essential for health, but because large volume of vegetables are consumed © Emerald Publishing Limited
0007-070X
in China. Hoffman and Mehra (2000) explained importance to understand grocery shoppers’ DOI 10.1108/BFJ-06-2016-0286
BFJ needs in order to provide efficient consumer response adoption process to grocery businesses.
119,7 Vegetable purchasing decisions in Chinese societies have not been discussed exclusively in
the literature. Due to its importance in consumer behaviour studies and in retailing, the
objective of this study is to reveal information used in vegetable purchasing decisions of
household primary food shoppers in China and Taiwan. The contribution of this study is to fill
in the gap of research in vegetable purchasing decisions in Chinese societies and to reveal
1488 fundamental information as a basis for further research.

Review of literature
Availability of vegetables in households is directly associated with vegetable consumption
for the young generation at home (Cook et al., 2015). Two pathways are considered to
influence vegetable consumption for the young generation in households: contemporaneous
of vegetables in meal and snack selections, and perception of vegetable availability
(Cook et al., 2015). Household primary good shoppers’ purchasing and preparation of
vegetables have impacts on vegetable selection and consumption of family members in their
life-long patterns of behaviour and health.
In vegetable purchasing decisions, food shoppers are responsible for diversities of
vegetables available for the consumption of family members. Blitstein et al. (2012) indicate
that quality, selection, and convenience are important characteristics considered in
vegetable consumption in the USA. Waterlander et al. (2013) demonstrate that price
discount combined with nutritional education significantly increase vegetable
consumption in the Netherlands. Betty (2013) reveals that price incentives like coupons
significantly increases vegetable consumption in the UK. Webber et al. (2010) state that
low-income consumers may concern product price and quality in vegetable purchasing
decisions in the USA. On the contrary, Hauser et al. (2013) find that Swiss consumers’
price sensitivity has limited impact on vegetable consumption. Swiss consumers are prone
to shop more vegetables with information emphasising on sustainability and health.
Nassivera and Sillani (2015) concluded that with an increase demand for minimally
processed vegetables, Italian consumers have positive attitudes towards eco-label of the
products. Health and green consciousness motivate purchases of minimally processed
vegetables (Nassivera and Sillani, 2015).

Purpose of the study

In the consumer decision process model, how consumers make decisions starts from need
recognition, then they search for relevant information, and evaluate alternatives before
making purchasing decisions (Figure 1). How information is evaluated and how information
can be influential in decisions are critical in understanding food shoppers’ decision
processes (Blackwell et al., 2006).
Since vegetable purchasing decisions in Chinese societies have not been examined to a
great extent in the literature, the objective of this study is to reveal information used in

Countries 2007 2008 2009 2010 2011 2012 2013

China 297.7 312.3 317.0 327.3 333.2 342.7 347.8

Taiwan 108.9 109.4 111.5 111.4 116.0 111.9 111.4
Australia 99.7 102.3 97.0 97.8 95.8 99.9 102.8
Table I.
Annual per capita UK 91.6 93.0 88.7 92.8 96.9 92.9 97.0
consumption of USA 128.8 116.4 121.8 120.1 116.4 118.2 114.0
vegetables in selected Japan 104.8 102.9 100.6 98.9 101.3 104.4 102.3
countries (kg) Source: Food and Agriculture Organization of the United Nations (2016)
vegetable purchasing decisions of household primary food shoppers in Shanghai, China, Food shoppers’
and in Taipei, Taiwan. The contributions of this study are: to provide valuable information vegetable
in vegetable purchasing decisions in Chinese societies for effective information purchasing
communication in retailing; and to fill in the gap of research in vegetable purchasing
decisions in consumer behaviour studies in Chinese societies. decisions

Methodology 1489
In order to reveal influential information utilised in households’ primary food shoppers’
vegetable purchasing decisions, two surveys were administrated separately in
Shanghai, China and in Taipei, Taiwan, the two most populous metropolitan areas in
China and Taiwan. In-depth interviews and trail surveys were conducted in both cities prior
to administration of formal surveys. Questionnaires were modified based on suggestions
provided by professionals, practitioners, and respondents in the trial surveys.
Questionnaires were printed in traditional Chinese characters for survey administered in
Taipei, and in simplified Chinese characters for survey administered in Shanghai.
Trained surveyors personally interviewed 207 and 182 household primary food
shoppers in Taipei and in Shanghai, respectively. Surveys were administrated at exits of
five to six traditional markets and supermarkets in each city. Approximately, one in five
shoppers on their way out of traditional markets or supermarkets would be approached by
surveyors. The purpose of the study was thoroughly explained, and a gift worth of USD5
was provided to each potential respondent. To be eligible for the survey, respondents
needed to be self-identified as household primary food shoppers and responsible for
vegetable purchasing decisions for household members. At least 30 minutes are needed to
complete questionnaires. Surveyors were not to interfere with respondents but could
provide assistance in explaining question statements in the questionnaire if asked. For any
reason respondents terminated the survey before completion, gifts were not retrieved back
and questionnaires were discarded. Time constraint was the main reason for respondents
not willing to participate in the survey. Since the surveys were administered in all of the
major districts in both cities, respondents could be representative to the majority of
household primary food shoppers in Shanghai, China, and in Taipei, Taiwan. Respondents
could be slightly biased towards more educated shoppers due to their willingness to
participate in the surveys.
Descriptive statistics, factor analysis, and MANOVA test were applied in this study to
examine the differences in influential information used in vegetable purchasing decisions of
household primary food shoppers in Taipei and in Shanghai. Factor analysis is a
multivariate approach used to reduce the dimensionalities and to analyse interrelationships
among a large number of variables. Results of the factor analysis provide meaningful

Need recognition

Search for information

Evaluation of alternatives
Figure 1.
Consumer decision
Purchase process model
BFJ strategic implications for practitioners. In this study, eigenvalues resulted from the principal
119,7 components analysis are used to determine the number of factors. Varimax rotation method
is used to rotate axes for generating factors with meaningful interpretations. MANOVA test
is applied to examine multivariate statistical differences based on results of the factor
analysis. Standard multivariate analyses were applied in this study in analysing data sets
based on surveys administered in Shanghai and in Taipei.
1490
Findings and discussion
Total valid samples were 206 in Taipei and 178 in Shanghai, out of 207 and 182 surveyed,
respectively. Two data sets were analysed separately and results were compared to reveal
differences of influential information utilised in vegetable purchasing decisions of
household primary food shoppers in Taipei and in Shanghai. In demographics, slightly
more female respondents (80.1 per cent) are in the data set of Taipei than those
(74.2 per cent) in Shanghai. Since household grocery shoppers are prone to be females in
Chinese societies, having high percentage of female respondents in the data sets are
anticipated. Household size in Taipei (4.6 persons on average) is larger than it in Shanghai
(3.4 persons on average). Respondents in Shanghai (46.6 years old) are about three
years older than respondents in Taipei (43.3 years old) on average. Respondents in
Taipei are wealthier. Monthly average household income of Taipei respondents is
USD2,204, compared to USD438 of monthly average household income of respondents in
Shanghai. For educational levels, more respondents in Taipei (11.8 per cent) have
elementary level of education than those in Shanghai (1.2 per cent). More than half of
respondents in Shanghai have high school education. However, more respondents in
Taipei have college level of education or above (43.1 per cent) than those in Shanghai
(29.3 per cent) (Table II).
Household primary food shoppers in Taipei and in Shanghai have distinct vegetable
purchasing patterns. Respondents in Shanghai purchase vegetables frequently.
About 32 per cent of respondents in Taipei purchase vegetables once in every two to
three days; however, the majority of respondents in Shanghai (81 per cent) purchase
vegetables on a daily basis. Household primary food shoppers in Shanghai in general make
more shopping trips for vegetables. On average, food shoppers in Taipei purchase
approximately 7.5 kg of fresh vegetables per week, compared to 15.3 kg of fresh vegetables
purchased per week by food shoppers in Shanghai. For both cities, household primary food
shoppers prefer traditional markets over supermarkets for vegetables. Ali et al. (2010)
indicate that grocery shoppers prefer shopping at nearby markets for vegetables, the most
frequently purchased items for household consumption.

Taipei (n ¼ 206) Shanghai (n ¼ 178)

Gender (% female) 80.1 74.2

Average household size (persons) 4.6 3.4
Average age (years) 43.3 46.6
Monthly household income (USD) 2,204.0 437.7
Educational level (%)
Table II. Elementary school 11.8 1.2
Demographics of Junior high school 9.8 13.2
survey respondents Senior high school 35.3 56.3
in Taipei and College 39.7 28.7
in Shanghai Graduate school 3.4 0.6
Vegetables purchased within the previous week of the surveys were recorded in the Food shoppers’
questionnaire using categories with open-ended space. Cabbages, spinach, and bok choy are vegetable
popular vegetables for respondents in Taipei, while bok choy is a commonly purchased purchasing
vegetable for respondents in Shanghai. Some of the varieties are preferred by consumers in
both cities, but certain items like bamboo shoots or loofah are only on the list of popular decisions
vegetables for food shoppers in Taipei.
Factor analysis is applied in this study to extract underlying dimensions of influential 1491
information used in vegetable purchasing decisions of household primary food shoppers in
Taipei and in Shanghai. In all, 11 statements were listed in the questionnaire using
Likert scales while one indicates the least influential and five indicates the most influential.
Factor analyses are applied to each data set separately, and four factors are extracted from
each data set. Factors are termed origin labelling, promotion, selection, and quality
(Tables III-IV). Cronbach’s α of each factor is above the threshold of 0.6, indicating adequate
internal consistency. Cumulative variance explained for the data set of Taipei is 0.6795, and
for the data set of Shanghai is 0.7207.
Factor scores of each dimension are illustrated in Figure 2. Overall MANOVA F test
result (Wilks’ λ ¼ 0.97, F ¼ 9.42, p-value ⩽ 0.01) indicates that respondents from two cities
are statistically different in four underlying factors. Results of Scheffé tests indicate factor
scores are statistically different in corresponding dimensions (1 per cent statistical
difference in quality, 5 per cent in origin labelling and in selection, and 10 per cent in
promotion). For household primary food shoppers in Shanghai, origin labelling, promotion,

Origin labelling Selection Quality Promotion

Country of origin 0.8050 0.2177 −0.0391 0.0919

Brand 0.7647 0.1572 0.3664 0.0591
Package 0.6507 0.0594 0.4234 0.0787
Convenient location 0.0602 0.8487 0.0911 0.2064
Seasonal vegetables 0.2022 0.7253 0.3238 −0.0444
Variety in selection 0.4389 0.6077 −0.0711 0.2574
Appearance 0.2757 −0.0739 0.7373 0.0996
Nutrition 0.1431 0.4421 0.6565 0.1167
Table III.
Residuals 0.0360 0.2311 0.6415 0.2894 Factors influencing
Price mark down 0.1379 0.0875 0.0757 0.8983 vegetable purchasing
Reasonable pricing 0.0502 0.1820 0.3440 0.6994 decisions of shoppers
Note: Variance explained: 0.6795 in Taipei

Quality Selection Origin labelling Promotion

Appearance 0.8198 0.0636 0.0214 −0.0807

Residuals 0.8186 0.0629 0.0409 0.2861
Season 0.7113 0.1548 0.2965 0.1543
Nutrition 0.7090 0.1227 0.1283 0.4285
Variety in selection 0.1068 0.8663 0.1917 0.0813
Convenient location 0.4058 0.7399 −0.2874 0.1225
Package −0.0938 0.5773 0.3329 0.3548
Brand 0.1417 0.1207 0.8742 −0.0809
Table IV.
Country of origin 0.1407 0.0361 0.7928 0.2810 Factors influencing
Reasonable pricing 0.2613 0.0354 0.0270 0.7978 vegetable purchasing
Price mark down 0.1128 0.3350 0.1318 0.7423 decisions of shoppers
Note: Variance explained: 0.7207 in Shanghai
BFJ and selection are of similar level of importance, while quality is much more influential in
119,7 vegetable purchasing decisions. Household primary food shoppers in Taipei pay less
attention to promotion while purchasing vegetables, but slightly higher emphasis is put on
origin labelling and selection than food shoppers in Shanghai in vegetable purchasing
decisions. Furthermore, quality is of similar importance of origin labelling and selection for
respondents in Taipei, with less emphasis in quality than respondents in Shanghai.
1492 Since household primary food shoppers in Shanghai purchase vegetables frequently and
with large quantities, information related to quality of vegetables is considered to be the
most influential in decisions. Origin labelling and selection help food shoppers in Taipei in
vegetable purchasing decisions, but not promotion. Promotion is considered less influential
than origin labelling, selection, and quality in vegetable purchasing decisions for food
shoppers in Taipei.
Findings in this study reveal that for household primary food shoppers in Shanghai who
make frequent shopping trips to markets for vegetables, quality is the most influential
factor in purchasing decisions. Selection, promotion, and origin labelling may be considered
in decisions, but not emphasised as much as quality. For household primary food shoppers
in Taipei, promotion is much less considered in purchasing vegetables, while quality,
selection, and origin labelling are of similar level of importance.
On average, respondents in Taipei are wealthier. Compared to respondents in Shanghai,
they pay much less attention to promotion of vegetables in the marketplace. Although
Phipps et al. (2013) indicate there is no direct linkage of vegetable purchasing with
household income based on a survey of 30 respondents in Northwest Philadelphia, findings
in this study reveal that wealthier shoppers are paying more attention to origin labelling,
selection, and quality instead of promotion of fresh vegetables. For those food shoppers in
Shanghai who purchase large volume of vegetables, quality is the most influential factor in
making purchasing decisions.

Conclusions
This study reveals influential information that household primary food shoppers used in
vegetable purchasing decisions in Chinese societies – using Taipei and Shanghai as
examples. Annual per capita consumption of vegetables in China reached 347.8 kg in 2013,
while it was 111.4 kg in Taiwan. Vegetable purchasing patterns of household primary food
shoppers in Shanghai and in Taipei are different. Food shoppers in Shanghai are likely to
shop for fresh vegetables on a daily basis, while those in Taipei prefer shopping for fresh
vegetables once in every two to three days.

2.8
Taipei Shanghai 2.75
2.6

2.4

2.2
2.05 2.04
2
Figure 2. 1.98
Factor scores of 1.8 1.74
underlying factors 1.81
1.75
influencing vegetable 1.6
purchasing decisions 1.56
of food shoppers in 1.4
Taipei and
in Shanghai 1.2
Origin Labelling Promotion Selection Quality
Results of this study reveal that consumers in Taipei are relatively wealthier. For vegetables, Food shoppers’
cabbages, spinach, and bok choy were popular vegetables for respondents in Taipei, while bok vegetable
choy is a commonly purchased vegetable for respondents in Shanghai. Certain vegetables like purchasing
bamboo shoots and loofah are only on the list of popular vegetables for respondents in Taipei.
Results of the factor analysis reveal that four underlying dimensions, origin labelling, decisions
promotion, selection, and quality, influencing purchasing decisions of respondents in Taipei
and in Shanghai. For household primary food shoppers in Taipei, promotion is much less 1493
considered in purchasing decisions, but quality, selection, and origin labelling are of similar
importance. Respondents in Shanghai pay much more attention to quality while purchasing
vegetables. For those who make frequent trips to marketplace for vegetables and purchase in
large volume for household consumption, quality of vegetables is of particular importance.
Due to limited research examined vegetable purchasing decisions in Chinese societies, results
of this study cannot be in comparison with findings in similar research. In a broader aspect,
findings in this study are in coincide with conclusions of Hauser et al. (2013) that Swiss
consumers’ price sensitivity has limited impact on vegetable consumption.
Based on the results of this study, marketing managers or exporters of vegetables may
need to consider Taipei and Shanghai as heterogeneous markets with certain dissimilarities
in preferences. Findings in this study provide new insights into vegetable purchasing
decisions in two populous cities in China and Taiwan and the results can be used as
guidelines for marketing managers to develop effective communications in marketing
vegetables in these two cities.
This study examines basic information utilised in household primary food shoppers’
vegetable purchasing decisions in Taipei and in Shanghai. Further research may need to
enlarge the scope of survey to include sustainability and environmental issues in
information communication in vegetable retailing in Chinese societies. Further research is
needed to examine causal relationship between income and information needed in vegetable
purchasing decisions. Furthermore, comparisons of vegetable purchasing decisions of food
shoppers in various Asian countries can be of particular noteworthy since meat products
are consumed in moderate quantities and vegetables are accounted for relatively larger
percentage of food consumed in diet.

References
Ali, J., Kapoor, S. and Moorthy, J. (2010), “Buying behaviour of consumers for food products in an
emerging economy”, British Food Journal, Vol. 112 No. 2, pp. 109-124.
Betty, A.L. (2013), “Using financial incentives to increase fruit and vegetable consumption in the UK”,
Nutrition Bulletin, Vol. 38 No. 4, pp. 414-420.
Blackwell, R.D., Miniard, P.W. and Engel, J.F. (2006), Consumer Behavior, 10th ed., Thomson Higher
Education, Mason, OH.
Blitstein, J.L., Snider, J. and Evans, W.D. (2012), “Perceptions of the food shopping environment are
associated with greater consumption of fruits and vegetables”, Public Health Nutrition, Vol. 15
No. 6, pp. 1124-1129.
Cook, L.T., O’Reilly, G.A., DeRosa, C.J., Rohrbach, L.A. and Spruijt-Metz, D. (2015), “Association between
home availability and vegetable consumption in youth: a review”, Public Health Nutrition, Vol. 18
No. 4, pp. 640-648.
Cox, D.N. and Poelman, A.A.M. (2015), “Towards greater vegetable consumption: change the product
or change the person? Case studies of two vegetable commodities”, Food Research International,
Vol. 69 No. 1, pp. 348-356.
Cox, D.N., Anderson, A.S., McKellar, S., Reynolds, J., Lean, M.E.J. and Mela, D.J. (1996), “Vegetables and
fruits: barriers and opportunities for greater consumption”, Nutrition and Food Science, Vol. 96
No. 5, pp. 44-47.
BFJ Food and Agriculture Organization of the United Nations (2016), “Food balance sheets”, available
119,7 at: www.fao.org/ag/ (accessed 30 January 2017).
Hauser, M., Nussbeck, F.W. and Jonas, K. (2013), “The impact of food-related values on food purchase
behaviour and the mediating role of attitudes: a Swiss study”, Psychology and Marketing, Vol. 30
No. 9, pp. 765-778.
Hoffman, J.M. and Mehra, S. (2000), “Efficient consumer response as a supply chain strategy for
grocery businesses”, International Journal of Service Industry Management, Vol. 11 No. 4,
1494 pp. 365-373.
Moreira, C.C., Moreira, E.A.M. and Fiates, G.M.R. (2015), “Perceived purchase of healthy foods is
associated with regular consumption of fruits and vegetables”, Journal of Nutrition Education
and Behavior, Vol. 47 No. 3, pp. 248-252.
Nassivera, F. and Sillani, S. (2015), “Consumer perceptions and motivations in choice of minimally
processed vegetables: a case study in Italy”, British Food Journal, Vol. 117 No. 3, pp. 970-986.
Phipps, E.J., Stites, S.D., Wallace, S.L. and Braitman, L.E. (2013), “Fresh fruit and vegetable purchases
in an urban supermarket by low-income households”, Journal of Nutrition Education and
Behavior, Vol. 45 No. 2, pp. 165-170.
Waterlander, W.E., de Boer, M.R., Schuit, A.J., Seidell, J.C. and Steenhuis, I.H. (2013), “Price discounts
significantly enhance fruit and vegetable purchases when combined with nutrition education: a
randomized controlled supermarket trial”, The American Journal of Clinical Nutrition, Vol. 97
No. 4, pp. 886-895.
Webber, C.B., Sobal, J. and Dollahite, J.S. (2010), “Shopping for fruits and vegetables: food and retail
qualities of importance to low-income households at the grocery store”, Appetite, Vol. 54 No. 2,
pp. 297-303.

About the authors

Jane Lu Hsu is a Professor of Marketing and the Dean of International Affairs at the National Chung
Hsing University in Taiwan. She received her PhD from the Department of Agricultural Economics,
Kansas State University in 1996 and specializes in Consumer Studies, Agribusiness Marketing, and
Market Survey. She has carried out research projects funded by National Science Council and Council
of Agriculture in Taiwan. She is awarded as a Fulbright New Century Scholar 2009-2010. Jane Lu Hsu
is the corresponding author and can be contacted at: jlu@dragon.nchu.edu.tw
Charlene W. Shiue received an MBA Degree in Marketing from the National Chung Hsing University,
Taichung, Taiwan, in 2006. She was a former Research Assistant in the Department of Marketing at
National Chung Hsing University. Her research interest includes marketing and consumer studies.
Kelsey J.-R. Hung received an MBA Degree in Marketing from the National Chung Hsing
University, Taichung, Taiwan, in 2006. She was a former Research Assistant in the Department of
Marketing at the National Chung Hsing University. Her research interest includes cultural studies and
consumer decision processes.

For instructions on how to order reprints of this article, please visit our website:
www.emeraldgrouppublishing.com/licensing/reprints.htm
Or contact us for further details: permissions@emeraldinsight.com