“…Some Chinese scholars have pointed to robust marketing networks as a key determinant of success for OVOP villages (Lei, 2012;Wu, 2006), and network building was an important part of OVOP in Japan (Haraguchi, 2008;Kemavuthanon, 2014;Knight, 1994). One common channel in China includes the government's standards for organic, green, and hazard-free products, which were established in the 1990s to signal product quality and command higher prices (Lin, Zhou, & Ma, 2010;Scott, Si, Schumilas, & Chen, 2014;Thiers, 2002). But high certification costs and low levels of trust and awareness have handicapped these standards and excluded many small producers (Lin, Zhou, & Ma 2010;Scott et al, 2014;Shi, Cheng, Lei, Wen, & Merrifield, 2011).…”