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).