Another direction for future research is to investigate consumer knowledge of the Taiwanese Phalaenopsis orchid. The literature reveals that brand familiarity, objective product knowledge, or amount of exposure to news concerning a country are related to the extent to which consumers rely on country of origin in product evaluation [20,28]. We encourage future studies to include this aspect in further investigation.
A country’s effort to build and manage its brand is framed by the behavior of its domestic stakeholders and factors such as trade promotion, industry associations, and national policies as well as the behavior of indigenous stakeholders when dealing with the outside world [3]. In our research we investigated the producers’ point of view. We conclude that in the case of orchids, product quality is considered a top priority by all growers. Therefore, our research seems to be in line with the literature indicating a perceived association between quality and country of origin [21,29].