References

• Ahmad, S. N., & Juhdi, N. (2010). Organic food: A study on demographic characteristics and factors influencing purchase intentions among consumers in Klang Valley, Malaysia. International Journal of Business and Management, 5(2), 105–118.
   Google Scholar
• Alamanos, E., Bourlakis, M., & Tzimitra-Kalogianni, I. (2013). Segmenting Greek tomato consumers: Policy and marketing insights towards a healthy diet. British Food Journal, 115(4), 488–507. doi: 10.1108/00070701311317801
   Web of Science ®Google Scholar
• Atkinson, L., & Rosenthal, S. (2014). Signaling the green sell: The influence of eco-label source, argument specificity, and product involvement on consumer trust. Journal of Advertising, 43(1), 33–45. doi: 10.1080/00913367.2013.834803
   Web of Science ®Google Scholar
• Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. doi: 10.1007/BF02723327
   Google Scholar
• Becker, J. M., Klein, K., & Wetzels, M. (2012). Hierarchical latent variable models in PLS-SEM: Guidelines for using reflective-formative type models. Long Range Planning, 45(5/6), 359–394. doi: 10.1016/j.lrp.2012.10.001
   Web of Science ®Google Scholar
• Bollen, K. A., & Stine, R. A. (1992). Bootstrapping goodness-of-fit measures in structural equation models. Sociological Methods and Research, 21, 205–229. doi: 10.1177/0049124192021002004
   Web of Science ®Google Scholar
• Bruner, J. (1986). Actual minds, possible worlds. Cambridge: Harvard University Press.
   Google Scholar
• Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), 7–16.
   Web of Science ®Google Scholar
• Chin, W. W. (2010). How to write up and report PLS analyses. In V. E. Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares: Concepts, methods and applications in marketing and related fields (pp. 655–690). Berlin: Springer.
   Google Scholar
• Dakoumi, A. H., & Abdelwahed, Y. (2014). Is entrepreneurship for you? Effects of storytelling on entrepreneurial intention. International Journal of Business and Management, 9(9), 176–192.
   Google Scholar
• Davies, A., Titterington, A., & Cochrane, C. (1995). Who buys organic food? A profile of the purchasers of organic food in Northern Ireland. British Food Journal, 97(10), 17–23. doi: 10.1108/00070709510104303
   Google Scholar
• Delgadillo, Y., & Escalas, J. E. (2004). Narrative word of mouth communication: Exploring memory and attitude effects of consumer storytelling. Advances in Consumer Research, 31, 186–192.
   Google Scholar
• Diamantopoulos, A., & Winklhofer, H. M. (2001). Index construction with formative indicators: An alternative to scale development. Journal of Marketing Research, 38(2), 269–277. doi: 10.1509/jmkr.38.2.269.18845
   Web of Science ®Google Scholar
• Dickson-Spillmann, M., Siegrist, M., & Keller, C. (2011). Development and validation of a short, consumer-oriented nutrition knowledge questionnaire. Appetite, 56(3), 617–620. doi: 10.1016/j.appet.2011.01.034
   PubMed Web of Science ®Google Scholar
• Escalas, J. E. (1998). Advertising narratives: What are they and how do they work? In B. Stern (Ed.), Representing consumers: Voices, views, and visions (pp. 267–289). New York, NY: Routledge Press.
   Google Scholar
• Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29, 566–578. doi: 10.1086/346251
   Web of Science ®Google Scholar
• Evans, K. R., McFarland, R. G., Dietz, B., & Jaramillo, F. (2012). Advancing sales performance research: A focus on five under researched topic areas. Journal of Personal Selling & Sales Management, 32(1), 89–106. doi: 10.2753/PSS0885-3134320108
   Google Scholar
• Feiler, D. C., Tost, L. P., & Grant, A. M. (2012). Mixed reasons, missed givings: The costs of blending egoistic and altruistic reasons in donation requests. Journal of Experimental Social Psychology, 48(6), 1322–1328. doi: 10.1016/j.jesp.2012.05.014
   Web of Science ®Google Scholar
• Fenger, M. H. J., Aschemann-Witzel, J., Hansen, F., & Grunert, K. G. (2015). Delicious words – assessing the impact of short storytelling messages on consumer preferences for variations of a new processed meat product. Food Quality and Preference, 41, 237–244. doi: 10.1016/j.foodqual.2014.11.016
   Web of Science ®Google Scholar
• Fernqvist, F., & Ekelund, L. (2014). Credence and the effect on consumer liking of food – a review. Food Quality and Preference, 32, 340–353. doi: 10.1016/j.foodqual.2013.10.005
   Web of Science ®Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. doi: 10.2307/3151312
   Web of Science ®Google Scholar
• Fotopoulos, C., Krystallis, A., & Ness, M. (2003). Wine produced by organic grapes in Greece: Using means-end chains analysis to reveal organic buyers' purchasing motives in comparison to the non-buyers. Food Quality Preference, 14, 549–566. doi: 10.1016/S0950-3293(02)00130-1
   Web of Science ®Google Scholar
• Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–353. doi: 10.1086/209515
   Web of Science ®Google Scholar
• Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101–107. doi: 10.1093/biomet/61.1.101
   Web of Science ®Google Scholar
• Gilliam, D. A., & Flaherty, K. E. (2015). Storytelling by the sales force and its effects on buyer-seller exchange. Industrial Marketing Management, 46, 132–142. doi: 10.1016/j.indmarman.2015.01.013
   Web of Science ®Google Scholar
• Gilliam, D. A., & Zablah, A. R. (2013). Storytelling during retail sales encounters. Journal of Retailing and Consumer Services, 20, 488–494. doi: 10.1016/j.jretconser.2013.04.005
   Google Scholar
• Groeppel-Klein, A. (2005). Arousal and consumer in-store behavior. Brain Research Bulletin, 67, 428–437. doi: 10.1016/j.brainresbull.2005.06.012
   PubMed Web of Science ®Google Scholar
• Hair, J. F., Ringle, C. M., Hult, G. T. M., & Sarstedt, M. (2013). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage.
   Google Scholar
• Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. doi: 10.2753/MTP1069-6679190202
   Google Scholar
• Hair, J. F., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). The use of partial least squares structural equation modeling in strategic management research: A review of past practices and recommendations for future applications. Long Range Planning, 45(5/6), 320–340. doi: 10.1016/j.lrp.2012.09.008
   Web of Science ®Google Scholar
• Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. doi: 10.1007/s11747-011-0261-6
   Web of Science ®Google Scholar
• Henseler, J., Ringle, C. M., & Sarstedt, M. (2012). Using partial least squares path modeling in international advertising research: Basic concepts and recent issues. In S. Okazaki (Ed.), Handbook of research in international advertising (pp. 252–276). Cheltenham: Edward Elgar.
   Google Scholar
• Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–319.
   Web of Science ®Google Scholar
• Holt, D. B. (2004). How brands become icons. Cambridge, MA: Harvard University Business School Press.
   Google Scholar
• Holt, D. B., & Thompson, C. J. (2004). Man-of-action heroes: The pursuit of heroic masculinity in everyday consumption. Journal of Consumer Research, 31, 425–440. doi: 10.1086/422120
   Web of Science ®Google Scholar
• Hsu, S. Y., Dehuang, N., & Woodside, A. G. (2009). Storytelling research of consumers’ self-reports of urban tourism experiences in China. Journal of Business Research, 62(12), 1223–1254. doi: 10.1016/j.jbusres.2008.11.006
   Web of Science ®Google Scholar
• Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6, 1–17. doi: 10.1002/cb.210
   Google Scholar
• Hutchins, R., & Greenhalgh, L. (1997). Organic confusion: Sustaining competitive advantage. British Food Journal, 99(9), 336–338. doi: 10.1108/00070709710193998
   Google Scholar
• Kareklas, I., Carlson, J. R., & Muehling, D. D. (2014). I eat organic for my benefit and yours: Egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists. Journal of Advertising, 43(1), 18–32. doi: 10.1080/00913367.2013.799450
   Web of Science ®Google Scholar
• Lagerkvist, C. J. (2013). Consumer preferences for food labelling attributes: Comparing direct ranking and best-worst scaling for measurement of attribute importance, preference intensity and attribute dominance. Food Quality and Preference, 29, 77–88. doi: 10.1016/j.foodqual.2013.02.005
   Web of Science ®Google Scholar
• Lea, E., & Worsley, T. (2005). Australians' organic food beliefs, demographics and values. British Food Journal, 107(11), 855–869. doi: 10.1108/00070700510629797
   Web of Science ®Google Scholar
• Lee, H., Fawcett, J., & DeMarco, R. (2016). Storytelling/narrative theory to address health communication with minority populations. Applied Nursing Research, 30, 58–60. doi: 10.1016/j.apnr.2015.09.004
   PubMed Web of Science ®Google Scholar
• Liang, A. R.-D. (2014). Enthusiastically consuming organic food. Internet Research, 24(5), 587–607. doi: 10.1108/IntR-03-2013-0050
   Web of Science ®Google Scholar
• Liang, R. D. (2016). Predicting intentions to purchase organic food: The moderating effects of organic food prices. British Food Journal, 118(1), 183–199. doi: 10.1108/BFJ-06-2015-0215
   Web of Science ®Google Scholar
• McCarthy, B., Liu, H. B., & Chen, T. Z. (2016). Innovations in the agro-food system: Adoption of certified organic food and green food by Chinese consumers. British Food Journal, 118(6), 1334–1349. doi: 10.1108/BFJ-10-2015-0375
   Web of Science ®Google Scholar
• McKee, R. (2003). Storytelling that moves people: A conversation with screenwriting coach. Harvard Business Review, 80, 51–55.
   Google Scholar
• Merchant, A., Ford, J. B., & Sargeant, A. (2010). Charitable organizations’ storytelling influence on donors’ emotions and intentions. Journal of Business Research, 63(7), 754–762. doi: 10.1016/j.jbusres.2009.05.013
   Web of Science ®Google Scholar
• Moussa, S., & Touzani, M. (2008). The perceived credibility of quality labels: A scale validation with refinement. International Journal of Consumer Studies, 32(5), 526–533. doi: 10.1111/j.1470-6431.2008.00713.x
   Web of Science ®Google Scholar
• The mystery shoppers survey of 11 biggest organic food channel. (2012). Common Health Magazine. Retrieved from http://www.commonhealth.com.tw/article/article.action?nid=66081
   Google Scholar
• Paché, G. (2007). Private label development: The large food retailer faced with the supplier’s opportunism. The Service Industries Journal, 27(2), 175–188. doi: 10.1080/02642060601122751
   Web of Science ®Google Scholar
• Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606–625. doi: 10.1108/00070700510611002
   Web of Science ®Google Scholar
• Padilla-Zea, N., Gutiérrez, F. L., López-Acros, J. R., Abad-Arranz, A., & Paderewski, P. (2014). Modeling storytelling to be used in educational video games. Computers in Human Behavior, 31, 461–474. doi: 10.1016/j.chb.2013.04.020
   Web of Science ®Google Scholar
• Pino, G., Peluso, A. M., & Guido, G. (2012). Determinants of regular and occasional consumers’ intentions to buy organic food. Journal of Consumer Affairs, 46, 157–169. doi: 10.1111/j.1745-6606.2012.01223.x
   Web of Science ®Google Scholar
• Ramaseshan, B., Stein, A., & Rabbanee, F. K. (2016). Status demotion in hierarchical loyalty programs: Effects of payment source. The Service Industries Journal, 36(9–10), 375–395. doi: 10.1080/02642069.2016.1219721
   Web of Science ®Google Scholar
• Rödiger, M., & Hamm, U. (2015). How are organic food prices affecting consumer behaviour? A review. Food Quality and Preference, 43, 10–20. doi: 10.1016/j.foodqual.2015.02.002
   Web of Science ®Google Scholar
• Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (9th ed.). Upper Saddle River, NJ: Prentice Hall.
   Google Scholar
• Schindler, R. M., & Holbrook, M. B. (2003). Nostalgia for early experience as a determinant of consumer preferences. Psychology & Marketing, 20, 275–302. doi: 10.1002/mar.10074
   Web of Science ®Google Scholar
• Schuster, L., Drennan, J., & Lings, I. (2015). Understanding consumers’ decisions to adopt technology-enabled transformative services. The Service Industries Journal, 35(15–16), 846–864. doi: 10.1080/02642069.2015.1090979
   Web of Science ®Google Scholar
• Stone, M. (1975). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society, 36(2), 111–133.
   Google Scholar
• Tanner, C. (2006). When consumers judge the environmental significance of food products. GAIA – Ecological Perspectives for Science and Society, 15(3), 215–220. doi: 10.14512/gaia.15.3.18
   Web of Science ®Google Scholar
• Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information Technology Theory and Application, 11(2), 5–40.
   Google Scholar
• Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007). Can a retail web site be social? Journal of Marketing, 71, 143–157. doi: 10.1509/jmkg.71.3.143
   Web of Science ®Google Scholar
• Wetzels, M., Odekerken-Schroder, G., & van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. Management Information Systems Quarterly, 33(1), 177–195.
   Web of Science ®Google Scholar
• Wiedmann, K. P., Hennigs, N., Behrens, S. H., & Klarmann, C. (2014). Tasting green: An experimental design for investigation consumer perception of organic wine. British Food Journal, 116(2), 197–211. doi: 10.1108/BFJ-04-2012-0090
   Web of Science ®Google Scholar
• Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 25(2), 97–145. doi: 10.1002/mar.20203
   Web of Science ®Google Scholar
• Wu, H. C. (2017). What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan. British Food Journal, 119(3). doi: 10.1108/BFJ-08-2016-0349
   Web of Science ®Google Scholar
• Yang, Y. T. C., & Wu, W. C. (2012). Digital storytelling for enhancing student academic achievement, critical thinking, and learning motivation: A year-long experimental study. Computers & Education, 59(2), 339–352. doi: 10.1016/j.compedu.2011.12.012
   Web of Science ®Google Scholar
• Zaltman, G. (2003). How customers think. Boston, MA: Harvard Business School Press.
   Google Scholar
• Zanoli, R., & Naspetti, S. (2002). Consumer motivations in the purchase of organic food: A means-end approach. British Food Journal, 104(8), 643–653. doi: 10.1108/00070700210425930
   Google Scholar
• Zhu, Q. H., Li, Y., Geng, Y., & Qi, Y. (2013). Green food consumption intention, behaviors and influencing factors among Chinese consumers. Food Quality and Preference, 28, 279–286. doi: 10.1016/j.foodqual.2012.10.005
   Web of Science ®Google Scholar