Perceptions of food quality: Evidence from a survey in Shanghai

Abstract

Recent food scandals in China significantly decreased the level of consumer trust toward the food chain, and, at the same time, increased the demand for food quality and safety. This paper investigated perceptions and determinants of food quality among a sample of households in Shanghai.Survey questionnaires were collected between June and December 2014, and a total of 509 interviews were completed. Questions asked about food purchasing behaviours, dietary habits, and the importance of food quality when food shopping. Socio-demographic and socio-economic variables were also collected. We used ordered logit regressions to investigate the most significant factors associated with food quality. We found that respondents who frequently bought vegetables were 31% more likely to look for quality attributes (p < .1) and respondents who often bought rice 28% more (p < .01). Branding was also positively associated with the demand for food quality. In particular, consumers considering brand an important element were 25% more likely to believe that the product was of high quality (p < .05). Among socio-economic variables, higher income and education were significantly associated with food quality demand. Our results indicated that consumers in Shanghai paid increasing attention to food quality, and they especially associated it with traditional foods and brand. We suggested that policy makers and stakeholders in the food chain should strengthen food quality certification systems, and help consumers make better and more informed choices. K E Y W O R D Sconsumer behaviour, dietary habits, food quality, Shanghai, socio-economic status

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