Table 1 Dimensions and items

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