Green food consumption in China: segmentation based on attitudes toward food safety

Liu, Hong-Bo, McCarthy, Breda, and Chen, Tingzhen (2016) Green food consumption in China: segmentation based on attitudes toward food safety. Journal of International Food and Agribusiness Marketing, 28 (4). pp. 346-362.

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The objectives of this report are twofold: to examine the demographic factors that drive demand for green food and to segment Chinese consumers based on their attitudes toward food safety. An online survey was used to collect consumer behavior information. A total of 402 responses were obtained covering participants who lived in 24 provinces and municipalities in China. Probit modeling, analysis of variance, and cluster analysis are used. Income, education, age, gender, presence of young children, household size, and overseas experience are variables that have an impact on green food purchase. Young, wealthy men, who have young children and live in a small household, are likely to buy green food. The survey shows that Chinese consumers are willing to pay a price premium for green food; however, price will be a major factor restricting the growth of the green food label in China, given market prices. Three segments―the "distrustful consumer," the "ambivalent consumer," and the "trusting consumer"―are identified for market segmentation purposes.

Item ID: 44213
Item Type: Article (Research - C1)
ISSN: 1528-6983
Keywords: Chinese consumers; food safety; green food; probit model
Date Deposited: 01 Jun 2016 23:28
FoR Codes: 38 ECONOMICS > 3801 Applied economics > 380101 Agricultural economics @ 60%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 40%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9102 Microeconomics > 910201 Consumption @ 80%
90 COMMERCIAL SERVICES AND TOURISM > 9002 Property, Business Support Services and Trade > 900204 Wholesale and Retail Trade @ 20%
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