Abstract
This study aims to explore the origin effects of imported fruits, with a particular focus on environmental sustainability. Data were collected in 2021 through in-person surveys administered to primary food shoppers in Taipei. Total valid samples were 199. SAS software was used in analytics in this study. Multivariate analysis was employed to analyze the influences of various origin effects-advertising, environment, technology, pollution, image, and economy-on purchasing decisions. Major findings indicate that production technology has the most substantial positive influence on purchasing decisions, followed by country image and environmental aspects. Kernel density estimation further revealed that perceptions of environmental sustainability are multifaceted, with pollution being a more consistently understood factor compared to the broader environmental impacts. These findings underscore the importance of tailoring marketing strategies and policies to align with consumer perceptions regarding environmental sustainability, fostering trust, and promoting sustainable practices within the fruit import industry. The study provides valuable insights but is limited by its geographic focus on Taipei, the cross-sectional nature of the data, and the specific origin effects examined. Future research should consider broader geographic areas and additional product categories to enhance generalizability.