The objective of this study is to examine the relationship between risk-aversion, perceived quality, brand affect, brand trust, brand equity and willingness to buy expiration date-based priced perishable food products. Empirical data was collected from consumers with self-administrated questionnaires in Istanbul, Turkey. Hypotheses were developed based on the conceptual framework and were tested with structural equations modeling. Results indicate that risk aversion is positively related to perceived quality, brand affect, brand trust and brand equity. A positive relationship was also found between brand related-factors. Findings also demonstrated that risk aversion and brand-related factors have a positive effect on willingness to buy expiration date-based priced perishable food products.

这项研究的目的是检验规避风险，感知质量，品牌影响力，品牌信任度，品牌资产和购买基于失效日期定价的易腐食品的意愿之间的关系。通过自我管理的问卷调查从土耳其伊斯坦布尔的消费者那里收集经验数据。假设是根据概念框架开发的，并通过结构方程模型进行了测试。结果表明，规避风险与感知质量，品牌影响力，品牌信任度和品牌资产成正相关。品牌相关因素之间也发现正相关。研究结果还表明，风险规避和与品牌相关的因素对购买基于过期日期的价格易腐食品的购买意愿产生积极影响。