Consumers' perceptions of quality and safety for grape products: A case study in Zhejiang Province, China
Abstract
Purpose
Chinese consumers have increased their consumption of grape products in recent years due to recognition of the nutritional value of grapes. At the same time, consumers are paying more attention to food safety because of the occasional occurrence of food safety scares. Based on a survey of consumers in Zhejiang, China, this paper aims to understand and provide information on consumers' perceptions of quality and safety for grape products, purchasing behavior, and willingness to pay (WTP) for grape products.
Design/methodology/approach
This paper presents the results of empirical research. The survey method was a direct (face‐to‐face) interview based on a standardized questionnaire. Consumers' perceptions of the quality and safety of grape products were examined, together with consumers' demographic characteristics.
Findings
The results indicate that quality and safety, rather than price, are considered the most important factors that affect consumers' purchasing decisions for grape products. Consumer's educational level, the average price of grapes and the perception of safety are the main factors that determine consumers' WTP for grape products. As price increases, the consumer's WTP for safe and high quality grapes decreases.
Originality/value
This research provides a chance to understand consumers' demand and WTP for the quality and safety of grape products in Zhejiang, China. Further understanding was gained regarding factors affecting consumers judging grape products, which in turn may influence their purchase decisions. The results also could guide grape growers to supply products that better meet consumers' needs. It is proposed that the Chinese government pay more attention to taking measures to improve the quality and safety of grape products.
Keywords
Citation
Feng, H., Feng, J., Tian, D. and Mu, W. (2012), "Consumers' perceptions of quality and safety for grape products: A case study in Zhejiang Province, China", British Food Journal, Vol. 114 No. 11, pp. 1587-1598. https://doi.org/10.1108/00070701211273054
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited