Browsing by Author "Kim, Sun-Hwa"

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Exploring advertising strategy for restaurants sourcing locally: The interplay of benefit appeal and regulatory focus
(Elsevier BV, 2022-03) Kim, Sun-Hwa; Huang, Ran; Kim, Seeun
This study explores how benefit (self-benefit and other-benefit) appeals and regulatory (prevention and promotion) focus work jointly in advertising messages for restaurants sourcing locally (RSLs). Despite the significant interest in RSLs, how such restaurants effectively communicate their “sourcing locally” to consumers remains unclear. We conduct two experimental studies to fill the void in the literature on the RSL context. Our findings indicate that other-benefit (vs. self-benefit) appeals elicit higher perceived authenticity, positive affect, and patronage intention (Study 1) whereas other-benefit appeals with prevention focus generate a higher level of consumer responses. This study demonstrates that a positive affect mediated the interactive effect of benefit appeal and regulatory focus, enhancing patronage intention (Study 2). The interplay of benefit appeal and regulatory focus suggests that RSLs should consider using these two types of advertisements to promote their sourcing locally practice.
The need and development for a value-added toolkit—A case study with Montana specialty fruit growers
(Frontiers Media SA, 2023-04) Garg, Sumedha; Jha, Gaurav; Kim, Sun-Hwa; Miller, Zachariah; Kuo, Wan-Yuan
Introduction: Cold-hardy small fruits and berries have the potential for specialty fruit growers in the Intermountain West, where the climate is not suited for conventional fruit crops. In the last seven years, approximately 50 varieties of cold-hardy, bush fruit types have been researched in western Montana. Method: Hence with the increased small fruit and berry production, and interest of specialty fruit growers in value-added product development, this paper utilized participatory action research (PAR) to develop a value-added product development toolkit with specialty fruit growers and used an integrated logic model to discuss creating and implementing the toolkit. Firstly, we used an online survey to identify the needs and challenges of specialty fruit growers. Next, a value added toolkit is drafted using the principles of design thinking and involving a student-grower partnership. Thirdly, the specialty fruit grower's interest in and feedback on the drafted toolkit is evaluated using focus group discussions and individuals interviews, and the results are used to revise the toolkit. Lastly, the short, medium and long-term outcomes for this toolkit are discussed using the logic model. Results: From the survey, 61% of specialty fruit growers indicated an interest in value-added opportunities. Yet, focus group discussions and individual interviews found the biggest barriers to value-added product development are cost, resources, and environment. This indicated a co-created toolkit will be a beneficial solution. During focus group and individual interviews, the growers suggested including the toolkit as part of coursework in semester-long classes. This will address issues of continuity and funding. Discussion: Overall, this study deployed PAR methods to propose with Montana specialty fruit growers a solution to their increasing needs in value-added pursuits, implying short-term economic benefits but also long-term socio-ecological benefits. The participatory model of creating value-added resources presented by this paper can benefit other small-scale specialty crop growers in underserved regions.
The Role of Beliefs, Pride, and Perceived Barriers in Decision-Making Regarding Purchasing Value-Added Pulse Products among US Consumers
(MDPI AG, 2022-03) Kim, Sun-Hwa; Kuo, Wan-Yuan
This study explores the underlying psychological structure of purchasing value-added pulse products. It expands the theory of planned behavior (TPB) model by incorporating an emotional factor and explains consumers’ attitudes and subsequent behavioral intentions in the context of value-added pulse products (VAPPs). The study results showed the significant effect of pride on the purchase intention of value-added pulse products, as well as the moderating effect of perceived barriers on some of the relationships among the variables. Although value-added pulse products are emerging as a means of income maximization in the agri-food industry, there is a lack of understanding about consumers who purchase these products. This study fills the gap by developing a research framework for agriculture-related businesses. The findings may provide further insights into consumers’ attitudes and behaviors in consuming agri-foods, thereby assisting pulse producers and marketers to develop a more effective marketing strategy.