The study looked at how people in Taiwan decide to buy pork. They asked over 1000 pork buyers about what they like when choosing pork, how much they are willing to pay, and what influences their decision. They found that factors like taste, certifications, and special features affect how likely someone is to buy pork. Also, things like promotions, income, and social value can make people willing to pay more for pork. Men, people with lower education, and those who buy pork often are more likely to want to buy pork, while men with higher education and income are more willing to pay more for it.