This paper explores rural household food consumption behaviour in China using a large household data set from Jilin Province. Data are classified into four main food groups-grain, vegetable products, animal products and other foods. A household food demand system, incorporating four household characteristics, is estimated using an LA-AIDS model, assuming a three-stage budgeting procedure. Expenditure elasticities for a range of food groups are estimated, with a particular focus on animal products. The inclusion of household characteristics did not have a big impact on the elasticity values in any of the three stages of the budgeting process. The total expenditure elasticity for grain (stage II) was 0.64, suggesting substantial future growth in household demand for fine grains such as rice and wheat, as per capita incomes continue to grow in rural areas. The highest conditional and total expenditure elasticity values were for the animal products (stage II) group, 1.22 and 0.76 respectively. Within this group the elasticities were highest for the meat sub-group at 1.14 and 0.87 respectively, suggesting an almost proportionate increase in demand as household incomes grow. Added demand pressures from animal production will likely keep grain policy high on the political agenda.
This research aims to analyze the effects of perceived environmental responsibility (PER), environmental knowledge (EK), new ecological paradigm (NEP), and environmental collective efficacy (ECE) on the high-quality broiler purchase intention of China and Sierra Leone. Despite prior studies that have investigated the relationship between Hofstede’s cultural dimensions’ impacts on high-quality food (e.g., organic and green) purchase behavior, research on the moderating effect of uncertainty avoidance (UA) on the formulation of high-quality food purchase intention is rarely found. Based on this, a study was conducted via administrating an online structured questionnaire to 588 Chinese consumers and 410 Sierra Leoneans. The validity and reliability of the new conceptual model were examined through a confirmatory factor analysis, while structural equation modelling (SEM) was employed for the data analysis, and to test the hypothesized relationships among the variables. The results revealed that PER, EK, NEP, and ECE directly influence consumers’ purchase intention (PI) and actual purchase behavior (APB) for high-quality broilers in China and Sierra Leone. However, the results from Chinese consumers show that UA has a direct impact on high-quality purchase intention and actual purchase behavior, but was not found to have a moderate impact between the antecedents and purchase intention as well as actual purchase behavior, while UA positively moderates the relationship between PER, EK, ECE, and GPI, as well as between PI and APB in Sierra Leone markets. Therefore, the study concluded that enterprises in African markets, particularly Sierra Leone, can segment their customers and target them with persuasive positioning approaches by taking the cultural element (uncertainty avoidance) into account. This study enhances the methodology for learning about the preferences and behavioral patterns of cross-cultural consumers.
Sustainable marketing emphasizes how businesses convey the concept of sustainability to consumers through marketing techniques. Previous research has focused on identifying the drivers that influence consumers’ purchase intentions for agricultural products. However, there is a lack of research on the quality of the messages that firms convey to consumers from a pricing perspective. To fill this gap, this study builds on the hedonic pricing theory using structural equation modeling to develop a formative model that enables the identification of the determinants that influence the market price of the broiler chicken industry in mainland China. By analyzing the information on 486 raw whole chicken samples in China, the results indicate that the basic, responsible production, and quality assurance attributes of broilers have a substantial effect on their selling price, whereas the marketing message attributes do not. The results of this study are enlightening for producers and marketers of agricultural products who are developing pricing strategies. This study raises important questions about the pricing of agricultural products in sustainable marketing practices, particularly in emerging economies, and suggests avenues for future research conducted in this area.
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