Abstract
Fresh food boxes have been popular in many countries for providing convenience and supporting local production, while the convenient access of various market channels in Taiwan makes it difficult to develop. The COVID-19 events shed light on the opportunity to promote fresh food boxes. Due to the complexity of consumer preferences, it is important to investigate the market opportunity of fresh food boxes. A total of 748 valid survey data were collected throughout Taiwan from July to September in 2019. The analysis of variance and interval regression model with random utility theory was adopted to explore food product preferences and to elicit the maximum budget for the fresh food box. Results show that marrow vegetables, fruits, and meats are the major categories that must be included in the list of the fresh food box. The average maximum budget for a fresh food box is about NTD 702 (about USD 25), while the highest maximum budget can reach up to NTD 1202 (about USD 43) for some potential consumers. Although fresh food boxes have a market opportunity in Taiwan, the market potential may be more focused on those who have online market shopping experiences. Marketers would need more marketing strategies to enhance more potential shoppers to adopt the online purchase for fresh food boxes.
Highlights
IntroductionThe fresh food box scheme is a new term inspired by the vegetable box scheme
The fresh food box scheme is a new term inspired by the vegetable box scheme.The vegetable box schemes, or the box schemes, refer to boxes of locally and freshly grown vegetables that are delivered to consumers [1,2,3]
When the maximum budget for a fresh food box is higher than the usual grocery budget, the average maximum budget for the fresh food box is NTD 855, and NTD 656 as well as NTD 608 for the same budget and lower budget, respectively
Summary
The fresh food box scheme is a new term inspired by the vegetable box scheme. The vegetable box schemes, or the box schemes, refer to boxes of locally and freshly grown vegetables that are delivered to consumers [1,2,3]. It was first introduced in the United Kingdom (UK) in 1991 to enhance local food production and improve local farmers’. If consumers have difficulty accessing the fresh food ingredients on time, the vegetable box scheme seems to be a good solution to replace grocery shopping
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