This research aims to investigate the important attitudes, demographics and segmentation of potential consumers' purchase intentions of organic food in urban China. The survey instrument was designed based on validated measures and three focus group interviews. Data were collected at supermarkets in the major cities which yielded 935 usable responses. The 23 attributes that measured attitudes were factor analysed and five dimensions were generated. Of these, the strongest dimension was 'Certification' which accounted for 24.7% of the total variance of 58.4% explained by the five dimensions. This dimension included food safety, government regulations and correct labelling. Chinese consumers are highly concerned about food safety issues relating to personal health. The findings also revealed that gender, age and educational level had no significant relationship in influencing the purchase intentions. However, income, attitudes and pre-purchase intentions all demonstrated weak to moderate significant correlations with purchase intentions of organic food. Gender moderated the relationship between attitudes and purchase intentions. Finally, a cluster analysis was performed which generated three distinct clusters, which we named safety conscious, gastronomes and sceptics. The distinctive features of the profiles of these three clusters are discussed in the paper. The findings of this study have important implications to all stakeholders of the organic food industry, in particular to foreign firms that intend to export organic food to China.

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A healthy safety culture is essential to the safe operation of any aviation organization, including flight schools. This study aimed to assess the safety climate of an Australian tertiary (collegiate) aviation program using a self-constructed instrument. Factor analysis of the instrument identified four safety themes, which are Safety Reporting Culture, Safety Reporting Procedure, Organizational Culture and Practice, and General Safety Knowledge. The responses of student pilots suggested that the overall safety climate of the subject flight training academy was healthy at the time of the survey. Further analyses found that perceptions of students of different year groups on Reporting Culture and Organizational Culture and Practices were significantly different from each other, with the first-year students responding more positively. Besides addressing the safety climate of the subject flight training academy, this study also provided a template and a benchmark for other tertiary (collegiate) aviation programs to assess their own safety climate.