Women, men and certified food: opting out of the conventional Chinese food market

McCarthy, Breda, Liu, Hong-Bo, and Chen, Tingzhen (2015) Women, men and certified food: opting out of the conventional Chinese food market. In: Proceedings of the Australian and New Zealand Marketing Academy Conference. From: ANZMAC 2015: Australian and New Zealand Marketing Academy Conference, 30 November - 2 December 2015, Sydney, NSW, Australia.

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Understanding the purchase motivations and demographics of Chinese consumers is important for countries like Australia that depend heavily on food exports. This study suggests that affluent, middle class Chinese citizens are opting out of the conventional food market, with men showing a preference for green food and females showing a preference for certified organic food, along with a desire to avoid genetically modified (GM) food ingredients. 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. 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. Stressing its GM-free status is likely to enhance sales since there appears to be a segment of consumers that distrusts GM food.

Item ID: 40616
Item Type: Conference Item (Research - E1)
ISSN: 1441-3582
Keywords: food safety, certified organic food, green food market, China, motivating factors, probit/logit model
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Funders: JCU Mid Career Re-enagement Grant 2014
Date Deposited: 08 Oct 2015 00:11
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified @ 50%
14 ECONOMICS > 1402 Applied Economics > 140299 Applied Economics not elsewhere classified @ 50%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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