Concepts from country-of-origin, the authenticity concept and ingredient branding make up the essential literature for this scale development. This study intends to develop a scale specifically to measure consumers’ motivation to seek for ingredient authenticity in luxury brands. The proposed methods for scale development and its implications are also highlighted.

• Zahira Zainol(Curtin University)
• Ian Phau(Curtin University)
• Isaac Cheah(Curtin University)