Consumer Perceptions of Imported Apples Influence on Consumer Purchase Behaviors in China

The paper is to examine determines of imported apples consumer behaviors, and to interpretate comparative advantages between domestic and imported apples in China. It employs Structural Equation Model to estimate the effects of consumer perception on consumer behaviors, including imported apple price perception, attributes perception, advertising perception, quality perception and nutrition perception, using 400 survey data of imported apple consumers in China. The results indicate that consumer price perception plays negative roles on consumer behaviors, whereas consumer perception on attributes and quality, and consumer purchase evaluation, positively affect consumer behaviors.