Journal of Horticulture
Open Access

Abstract

Decision Making Factors for Country-of-origin Agriculture Branding in International Markets: The Case of Orchids in Taiwan

Hsin-I Hsiao, Ching-Cheng Chang and Chia-Hsuan Wu

The orchid is Taiwan’s top flower export product. However, increasing competition from the Netherlands and China had a great impact on Taiwan’s export. This research examines the question of what are the major considerations for using the Taiwanese Phalaenopsis orchid label for promotion in international markets. The results indicate lack of specialized chilled storage techniques and lack of quality standards are two important factors. In particular, product quality is a key consideration. The paper provides valuable insights in developing a country brand label for governments who are looking for differentiation of agriculture and food products in international markets.