• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, Electronic Journals Library , EBSCO
    • E-mail: ijtef.editorial.office@gmail.com
HOME > Archive > 2021 > Volume 12 Number 5 (Oct. 2021) >
IJTEF 2021 Vol.12(5): 126-130 ISSN: 2010-023X
DOI: 10.18178/ijtef.2021.12.5.706

Personal Life Styles and Willingness to Pay on Salt Consumption

Hsu-Ju Teng and Chi-Feng Lo

Abstract—This study aims to investigate the relationship of personal lifestyles and willingness to pay on salt consumption. Focus groups and the survey on a sample of 649 valid Taiwanese consumers, who had purchased Himalayan salt within 1 month. Results indicated that when consumers were more concerned about luxury attribute of salt consumption, their willingness of pay is even higher; product knowledge contributes insignificant moderating effects on personal lifestyles and willingness to pay. The main contribution of this study applied the theory of food imprinting and revealed that short-term external forces (e.g., product knowledge) are ineffective in making any changes when consumers recognize a product as high-priced. And consumer perceived the “Luxury” delivered based on their personal lifestyles and further influenced their willingness to pay on salt consumption.

Index Terms—Personal lifestyle, product knowledge, salt consumption, willingness to pay.

The author are with Chihlee University of Technology, Taiwan (e-mail: hsuju@mail.chihlee.edu.tw, cflo98@mail.chihlee.edu.tw).

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Cite: Hsu-Ju Teng and Chi-Feng Lo, "Personal Life Styles and Willingness to Pay on Salt Consumption," International Journal of Trade, Economics and Finance vol.12, no.5, pp. 126-130, 2021.

Copyright © 2021 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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