ABSTRACT The present study attempts to compare and contrast the organic food choice-making process among high and low-income customers based on food quality, service quality and price fairness. Data were collected through structured questionnaires and analyzed using structural equation modeling. The results indicate apparent differences in decision-making strategies of high and low-income customers. Price fairness played an essential role in reducing risk and enhancing trust among low-income customers. Therefore, perceived risk reduction strategies are more suited for low-income consumers. For high-income consumers, trust was crucial. Also, product and service quality was equally vital for both segments. Managers selling organic food to high-income customers should focus on the retailing mix elements to build trust in the retailer. However, for low-income customers, managers should justify the price premium as fair. Also, managers may try to reduce financial risk by mechanisms such as money-back guarantees or liberal return policies for low-income customers.

中文翻译：

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有机食品客户的感知风险降低策略

摘要本研究试图根据食品质量，服务质量和价格公平性来比较和比较高收入和低收入客户之间的有机食品选择过程。通过结构化问卷收集数据，并使用结构方程模型进行分析。结果表明，高收入和低收入客户的决策策略存在明显差异。价格公平在降低风险和增强低收入客户之间的信任方面起着至关重要的作用。因此，降低风险的感知策略更适合低收入消费者。对于高收入消费者，信任至关重要。同样，产品和服务质量对于这两个领域同样至关重要。向高收入客户出售有机食品的管理人员应专注于零售组合元素，以建立对零售商的信任。然而，对于低收入客户，管理人员应证明价格溢价合理。此外，管理人员可能会尝试通过诸如退款保证或针对低收入客户的自由回报政策之类的机制来降低财务风险。