2016
DOI: 10.17265/2159-5828/2016.01.001
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Brian J. Revell

Abstract: Abstract:The objective of this study was to explain the determinants of the fresh vegetables purchase decision by Chinese urban consumers in Beijing including awareness and attitudes to food safety, and their willingness to pay (WTP) more for specific safety characteristics when buying fresh vegetables. The research rationale arises out of a history of food safety scares and scandals in China, and a national government response to promote quality assurance and safety through labelling. The primary hypothesis …

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