Consumer's Attitudes and Willingness-to-Pay for Green Food in Beijing

Wei, Xia; Zeng, Yanbing

doi:10.2139/ssrn.2281861

Cited by 16 publications

(20 citation statements)

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“…A study by Zhu et al, (2013) found that income and education influence green-food purchase intentions and behaviours. Chinese studies report that gender -being female -is an important demographic variable, along with income, education and family size, that influences willingness to pay for green food (Xia and Zeng, 2007;Xia and Zeng, 2008). Studies on Western consumers show that concern for young children is likely to increase organic food consumption (Kriwy and Mecking, 2012); the organic food buyer is likely to be female (Lockie et al, 2004), female with children (Dettmann and Dimitri, 2009;Van Doorn andVerhoef, 2011) and is likely to be highly educated (Govidnasamy and Italia, 1990;Kriwy and Mecking, 2012).…”

Section: Discussion and Contributions To The Literaturementioning

confidence: 99%

“…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). Research on Western consumers indicates that organic food buyers exist across all demographic segments, with some small trends being evident.…”

Section: Literature Reviewmentioning

confidence: 99%

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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: Discussion and Contributions To The Literaturementioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Innovations in the agro-food system

McCarthy

Liu

Chen

2016

British Food Journal

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“…In fact, the transference of consumer perspectives from conventional to sustainable agro-food consumption is representative of accumulated social norm shifting, which often involves many intangible elements of decision making [8]. Although organic foods are considered mainstream now, previous papers have reported that consumers' attitudes towards sustainable food consumption and purchasing behavior are not consistent [2,9]. Therefore, this research aimed to contribute its findings by exploring consumers' perspectives on sustainable agro-food consumption.…”

Section: Introductionmentioning

confidence: 99%

Cross-Cultural Comparison of Sustainable Agro-Food Consumption from Consumers’ Perspectives: Cases from Taiwan and France

Hsu

Chen

2021

Sustainability

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Sustainable agro-food consumption is a model intended to conserve the resources of today for future need. Consumers play a crucial role in transitioning towards sustainable food consumption, as they judge the attributes of products on the market and are the final decision-makers when it comes to changing consumption habits. Consequently, investigations on agro-food consumption from consumers’ perspectives are of great value. Therefore, we first referred to 60 articles to summarize 11 important factors of sustainable food consumption and identified three possible policy measures from the perspectives of consumers and cultural conditions, evaluating them using cases from both France and Taiwan. In addition, this study showed the dissimilarities between eco-consumption preferences for the two case areas, also evaluating consumers’ expectations on future policy alternatives through the application of the analytical hierarchy process (AHP) and a survey. Moreover, demographic comparisons have been undertaken to support, explain, and re-examine the results. The results show that the key factors for sustainable food consumption are product accessibility, tradition, and regional factors. Policy measures focus on product certification and information. Due to different perceptions regarding product differentiation, people in Taiwan pay less attention to sustainable food prices. In France, obvious age-differentiated preferences as regards the promotion of policies were revealed: young people preferred certification, whilst elderly people preferred the provision of information.

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“…Consumers trust sustainable brands because they think of sustainable features in the product (Thogersen et al, 2012) and, in many cases, they are ready to pay a premium price for a product marked with credible sustainable labelling provided they understand clearly the economic and ecological beneits of the product and are able to trace these beneits to tangible evidence (Owusu and Anifori, 2013;Xia and Zeng, 2006;Xu et al, 2012). An increasing number of consumers tend to trust their own consciousness about health and the environment, and the certiications and labelling of the product constituents in making decisions for purchasing (Kai et al, 2013).…”

Section: Introduction: Emerging Sustainable Consumption Within the Frmentioning

confidence: 99%

Sustainable Consumption in the Luxury Industry: Towards a New Paradigm in China’s High-End Demand

Gazzola¹,

Pavione²,

Pezzetti³

2017

Proceedings of the 2nd Czech-China Scientific Conference 2016

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In the present competitive global environment, many drivers should motivate the growing atention paid to sustainable consumption in the luxury industry. From the demand side, in Western mature markets wealthy consumers show a growing awareness of environmental and social issues and, therefore, seek new forms of luxury which show respect for both natural resources and human beings, yet standing by traditional factors such as quality, rarity, creativity, originality and craftsmanship of goods. On the irm's side, sustainable consumption ofers luxury irms a particularly suitable platform to enrich the value-set of products as brands identity and brand image. Starting from a review of the literature on the concept of sustainable consumption, the paper provides an analysis of the main drivers that are leading to the emergence of "sustainable luxury". The aim of the paper is to investigate the opportunity for the development of this new competitive paradigm within the Chinese luxury market, by analyzing the distinct feature of Chinese high-end demand. The paper also taking into account the growing role played by the Chinese central government in creating the conditions for sustainable consumption or "circular economy".

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Consumer's Attitudes and Willingness-to-Pay for Green Food in Beijing

Cited by 16 publications

References 6 publications

Innovations in the agro-food system

Innovations in the agro-food system

Cross-Cultural Comparison of Sustainable Agro-Food Consumption from Consumers’ Perspectives: Cases from Taiwan and France

Sustainable Consumption in the Luxury Industry: Towards a New Paradigm in China’s High-End Demand

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