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Table 1 Dimensions and items

From: Rasch analysis of consumer attitudes towards the mountain product label

Items Code Items Code
1. Mountain Product label attitude (LA) Source: Choe and Kim (2018), Elbedweihy et al. (2016), So et al. (2017)
I like what MP label represents/embodies LA01 I think that MP food is hygienic LA10
I think that MP food is safe LA02 I think that MP food makes me crave it LA11
I think that MP food is tasty LA03 I think that MP food contains good quality ingredients LA12
I think that eating MP food gives me pleasure LA04 I think that MP label is an attractive label LA13
I think that MP food contains a variety of ingredients LA05 I think that eating MP food changes my mood positively LA14
I think that I am fascinated by MP food LA06 I think that MP food provides a high standard of quality LA15
I think that eating MP food makes me feel happy LA07 I think that MP food makes me healthy LA16
I think that MP food provides good nutrition LA08 I think that eating MP food makes me feel excited LA17
I like what MP label stands for LA09 I think that MP food provides appealing flavors LA18
2. Purchase intention (PI) Source: Campbell and Fairhurst (2016), Diallo (2012), Zafar and Rafique (2012)
The probability that I would consider buying MP food is high PI01 I would consider buying MP food PI06
I would purchase MP food next time PI02 There is a strong likelihood that I will buy MP food PI07
There is a strong likelihood that I will try this product if seen in a Farm shop/Mountain hut PI03 There is a strong likelihood that I will seek out this product in a Farm shop/Mountain hut PI08
There is a strong likelihood that I will try this product if seen in a Supermarket PI04 There is a strong likelihood that I will seek out this product in a Supermarket PI09
There is a strong likelihood that I will try this product if seen in Food store specialties PI05 There is a strong likelihood that I will seek out this product in Food store specialties PI10
3. Mountain attractiveness (MA) Source: Cheng et al. (2013), De Meo et al. (2015); Murphy et al. (2000)
I think that the mountains have a unique eco-environment (climate, cleanness) MA01 I think that the mountains have well-developed environment management MA06
I think that the mountains have special village culture (friendly people) MA02 I think that the mountains have well-appointed accommodation and restaurants (or similar) MA07
I think that the mountains have historical vestiges (heritage ambience, places of historical and religious interest) MA03 I think that the mountains have good services and facilities (attractions, mountain sports facilities) MA08
I think that the mountains have unique local specialties (good food) and souvenirs MA04 I think that the mountains have convenient transportation MA09
I think that the mountains have beautiful/attractive scenery MA05   
4. Mountain food attractiveness (MFA) Source: Balmer and Chen (2016), Choe and Kim (2018), Kim and Eves (2012)
I think that the mountains, as a tourism destination, provide a rich food culture MFA01 I would like to (re)visit the mountains to explore different local foods MFA06
I think that the mountains, as a tourism destination, provide delicious food MFA02 I would like to travel to the mountains for food tourism MFA07
I will say positive things about MP food to other people MFA03 I would like to come back to the mountains to enjoy MP food MFA08
I think that the mountains, as a tourism destination, provide traditional food culture MFA04 I think that the mountains, as a tourism destination, provide unique food MFA09
I think that the mountains, as a tourism destination, provide diverse food MFA05 I will recommend MP food to family and/or friends MFA10