Consumers' purchase intention of organic food in China

Yin, Shuiqing; Wu, Linhai; Du, Lingbin; Chen, Mo

doi:10.1002/jsfa.3936

Cited by 280 publications

(300 citation statements)

References 47 publications

(38 reference statements)

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“…From a marketing perspective, it is critical to understand how Chinese consumers view innovations in the agro-food system and who adopts them. The number of studies conducted on Chinese consumers and organic food is growing (Roberts and Rundle-Thiele, 2007;Yin, Wu, Du and Chen, 2010;Sirieux et al, 2011;Bing et al, 2011;Lobo and Chen, 2012;Marchesini et al, 2012;Thøgersen and Zhou, 2012;Thøgersen et al, 2015;Yip and Janssen, 2015). The literature shows that gender, age, family size and average household income per year are the main socio-economic factors influencing willingness to pay for green food (Xia and Zeng, 2007;Xia and Zeng, 2008).…”

Section: Literature Reviewmentioning

confidence: 99%

Innovations in the agro-food system

McCarthy

Liu

Chen

2016

British Food Journal

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ResearchOnline@JCU 1Innovations in the agro-food system: adoption of certified organic food and green food by Chinese consumers Abstract PurposeThe purpose of this paper is to identify the factors driving the adoption of 'green innovations' notably green food and certified organic food and to examine the attitudes of Chinese consumers towards genetically modified food. Design/methodology/approachA mixed methods approach was used. A total of 402 consumers responded to a structured questionnaire and 58 consumers responded to a survey designed to gather qualitative data. Data analysis involved content analysis, the probit model, frequency distributions and the t test for two unrelated means. FindingsThis study shows that affluent, middle class Chinese citizens are opting out of the conventional food market. There is a gender divide, with men showing a preference for green food and females showing a preference for certified organic food. Certified food purchase is associated with demographic variables, such as income, education, age, gender, presence of young children, household size, living in developed cities and overseas experience. A follow-up study shows that the absence of GMOs (genetically modified organisms) motivates the purchase of organic food. Overall, the results suggest that Chinese consumers are turning towards certified food for health reasons and are sceptical about GM food. Practical implicationsThis paper provides some insights into how Chinese consumers view innovations in the food sector. The study found that almost half of the sample is unaware that the concept of green food is different to that of organic food. The priority for the certified organic industry is to address this lack of knowledge and clearly explain what certified organic food is and how it differs from green food. Small-scale farmers could use consumer aversion to GMOs as a promotional tool. The ultimate goal of this paper is to help marketers better promote certified organic food, but inferences can be drawn in terms of Chinese sustainable consumption. Negative attitudes towards genetically modified foods exist due to human health concerns. Hence, Chinese policy makers need to confront these perceptions, real or perceived, if they wish to maintain public trust in biotechnology. OriginalityThe contribution of this research lies in examining what drives the adoption of 'green innovations', notably green food and certified organic food in China. This research is important given that little is known about what Chinese consumers think of, and how they react to, innovations in the agro-food value chain.Article classification: research paper 2

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Section: Literature Reviewmentioning

confidence: 99%

Innovations in the agro-food system

McCarthy

Liu

Chen

2016

British Food Journal

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“…Additionally, acceptability is an important food choice motivation when the consumer makes decisions regarding everyday food shopping (Chen, 2007). Organic food is a more sustainable alternative than conventional food (Thøgersen, 2010) because organic food is perceived as much more healthy, natural, nutritious, and sustainable than conventional foods (Hughner et al, 2007;Yin et al, 2010). Hence, it is believed that the consumer's attitude to organic foods purchase is positively related to the attitude to organic foods.…”

Section: A Marketing MIXmentioning

confidence: 99%

“…So, if the consumer perceives that organic food has value (e.g. egocentric values, such as health or pleasure) (Zanoli & Naspetti, 2002) and benefits, they might be willing to pay a higher price (Tse, 2001;Shaharudin et al, 2010). Organic food purchases are largely connected to consumers' environmental concerns, concerns about food quality, and/or safety.…”

Section: A Marketing MIXmentioning

confidence: 99%

4A marketing mix impacts on organic food purchase intention

Türk¹,

Erciş²

2017

Serb J Management

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“…The government of China has promoted an industrial agriculture characterized by heavy reliance on synthetic chemicals to protect crops against weeds, pests and diseases, thus leading to improved productivity. Nevertheless, the lack of sufficient training of farmers has resulted in the inadequate use of pesticides; that is, the recommended application levels and application frequency are not always followed, nor is the pre harvest interval strictly observed [37].…”

Section: Introductionmentioning

confidence: 99%

“…In a recent survey, half of the participants did not know how to distinguish organic food from green food [42]. Similarly, [37] found that consumers' knowledge on organic food is rather limited in China when compared to developed countries still; knowledge about organic food may differ between cities and food categories. A study in Chengdu showed that 91% of the participants knew about organic food in general while another study conducted in Shanghai and Nanjing showed that only 38% of the participants knew about organic pork [20].…”

Section: Introductionmentioning

confidence: 99%

Analysis of Organic and Green Food Production and Consumption Trends in China

Bekele¹,

Zhou²,

Kidane³

et al. 2017

AJTAB

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Abstract:The main objective of this review is to analyze the trends of organic and green food production and consumption in China. The organic and green food industry in China has experienced rapid development during the past decade. This development is incited by increase in disposable income, healthy consciousness of the society, consumer knowledge, promotion campaign and environmental concerns. However, the primary incentive for the development of the organic food market in China remains the export. Consequently, the consumption of organic products in the local market is low. High production costs, limited governmental subsidies, lengthy certification process and the belief that organic movement is a fashion introduced from foreign countries are the major impediments of organic food producers to survive in China.

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Consumers' purchase intention of organic food in China

Abstract: Based on the results, the following measures are recommended: reduce the cost of organic food through multiple channels to cut down the market price; establish and perfect the supervision system of organic food; and promote organic food through various channels.

Cited by 280 publications

References 47 publications

Innovations in the agro-food system

Innovations in the agro-food system

4A marketing mix impacts on organic food purchase intention

Analysis of Organic and Green Food Production and Consumption Trends in China

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