Ethnocentrism, Trust, and the Willingness to Pay of Chinese Consumers for Organic Labels from Different Countries and Certifiers

Yin, Shuiqing; Han, Fei; Wang, Yiqin; Hu, Wuyang; Lv, Shanshan

doi:10.1155/2019/8173808

Cited by 15 publications

(21 citation statements)

References 41 publications

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“…In particular, we examined the role of food certifications to better understand consumer awareness of their existence and consumer preferences for food safety information attributes. The limited literature [ 29 , 64 ] and its controversial results [ 12 ] reflect the uncertainty in China on this issue, but this information is central for policymakers and the food industry. Our research confirmed that certifications play no clear role in the food safety choices in consumers at large.…”

Section: Discussionmentioning

confidence: 99%

Urban Consumer Trust and Food Certifications in China

Moruzzo

Riccioli

Boncinelli

et al. 2020

Foods

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China has experienced frequent food safety incidents that have undermined consumer trust in the food supply chain. To overcome this problem, China requalified the legislative framework and adopted a comprehensive food certification system over the years. Here, we investigated the influences of food traceability and Chinese certifications (QS/SC—food quality safety market access/production system, hazard-free, green, and organic) on Chinese consumer trust of food safety for different types of products: fish, meat, milk, eggs, and rice. Data were collected through face-to-face surveys conducted in rural and urban Chinese areas. With a sample of 757 questionnaires, we ran a logit model. The results show consumers’ uncertainty and skepticism of certifications guaranteeing food safety attributes, especially for animal-based products. We found that price is used as a cue of safety by Chinese consumers. Individuals with higher education seem less influenced by certifications and other cues included in the analysis. The findings demonstrate that Chinese policy makers should implement new strategies to enhance consumer food safety trust, and design policies by considering different categories (e.g., vegetables, meat, fish, etc.) of food.

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Section: Discussionmentioning

confidence: 99%

Urban Consumer Trust and Food Certifications in China

Moruzzo

Riccioli

Boncinelli

et al. 2020

Foods

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“…Japan is the largest importer of Chinese Oolong tea, so companies are inclined to use Japanese organic labels (JAPLs) for export to Japan. Several recent studies have demonstrated that Chinese consumers showed a higher preference for organic labels from developed countries (Chen et al, 2019a;Yin et al, 2019a). In this research, the US organic label (USL) was chosen as the representative to examine consumer attitudes.…”

Section: Attribute Selectionmentioning

confidence: 99%

“…Chinese food safety scandals have led to market chaos, which resulted in distrust of domestic organic labels (Wu et al, 2014). Therefore, organic labels from other regions are prevalent in the Chinese organic market (Yin et al, 2019a). With organic labels of different regions coexisting in the Chinese market (Yin et al, 2019a), the attitudes toward various organic labels have emerged in a few studies, and the results indicate that Chinese consumers prefer organic labels from more developed regions (Li et al, 2015;Yin et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Chinese consumer preferences for organic labels on Oolong tea: evidence from a choice experiment

Yang

Chen

Lin

et al. 2021

IFAM

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Repeated food scandals in China have prompted growing consumer consciousness on food safety and health. Organic food, considered to be of higher quality, is being increasingly demanded by Chinese consumers. This study examines preferences for organic labels to provide insight on the sustainable development of the Oolong tea industry. Research was conducted using the choice experiment (CE) method in Fujian and Guangdong Provinces. The results demonstrate that place of origin, organic label, and brand attributes are all significant factors affecting the purchase of Oolong. Also, people demonstrated significantly positive attitudes toward organic labels and preferred Oolong tea from Fujian Province to those from Guangdong Province and Taiwan. Increasing trust can enhance consumer preference and willingness to pay (WTP) for organic labels. Contrary to previous studies, people have a higher WTP for Chinese organic labels than Japanese and American ones. This is probably because respondents are more familiar with domestic Oolong tea and trust more in Chinese organic certification. This provides an opportunity for domestic producers to tailor their organic food labels and better satisfy consumer demands. These findings suggest that the Chinese government should take more responsibility for reducing food-related fraud and thus improve consumer trust regarding organic food.

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“…Karahan Uysal et al [71]; Janssen and Hamm [72]; Richetin et al [73]; Meyerding and Merz [74]; Yin et al [75]; Parker et al [76], Study 1a; Gaylord et al [77]) compared products with several organic label variants, rather than products with no (or a conventional) label and those with an organic label; i.e., they examined whether there is a difference in consumers' evaluation as a result of the type of label on the product, not the effect of the organic label. The examination by Mather et al [78], Gifford and Bernard [62], and Onken et al [22] had a similar setting, with the difference that instead of comparing various organic label types, they involved labels connected to more diverse production systems (e.g., natural, free-range, not GM fed).…”

Section: Methodsmentioning

confidence: 99%

On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?

Kun

Kiss

2021

Sustainability

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The literature on the effect of organic labels on consumers’ perception of food products has grown significantly over the last two decades. Since the number of empirical studies has also increased greatly, a literature review revealing the operational definitions of the organic label effect (OLE), which have evolved among researchers, has become necessary. Accordingly, in the current article, 82 studies are reviewed. It was found that studies cluster around two interpretations: they define the OLE either as a change in the evaluation of a given product or as a change in the evaluation of the difference between an organic and a conventional product resulted from organic labeling. We term the first approach the absolute OLE and the latter the relative OLE. Our analysis shows that, when applied separately, these two interpretations might lead to significantly different measurement results, but they can be merged into one concept. We argue that organic labeling affects not only the evaluation of products receiving the organic label but the evaluation of competing products without such a label as well. We reveal that the relative OLE is equivalent to the difference between the absolute effects of organic labeling on the labeled and on the unlabeled products.

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Ethnocentrism, Trust, and the Willingness to Pay of Chinese Consumers for Organic Labels from Different Countries and Certifiers

Cited by 15 publications

References 41 publications

Urban Consumer Trust and Food Certifications in China

Urban Consumer Trust and Food Certifications in China

Chinese consumer preferences for organic labels on Oolong tea: evidence from a choice experiment

On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?

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