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The purpose of this paper is to analyze and investigate analyzed core operational problems of aquatic products with food traceability system and their performance in the Taiwanese market and to develop the marketing strategies to solve these core operational problems.

Based on all of the core operational problems derived from the literature, the paper interviewed distributors and aquatic product producers and collected their ideas to resolve the above problems. Then, the study applies the TRIZ theory to find the improving and worsening parameters for those issues, based on which the study can develop strategies to improve the marketing model of aquatic products with food traceability systems to solve operational problems.

The findings of the study are of three fold: identified seven core problems of aquatic products with food traceability systems; identified seven strategies for improving marketing model to solve operational problems of aquatic products with food traceability systems and developed the new marketing model to solve operational problems for aquatic products with food traceability systems.

Promoting the food traceability certification comprehensively cannot only improve the food safety in Taiwan but also improve the competitiveness of Taiwanese industries as well as help to expand to the international market.

The contribution of this study lies in extending the body of knowledge of application of TRIZ methodology in marketing model for aquatic products with food traceability systems. The findings of this study can be used as a reference for aquaculture products with traceability systems in other countries, as food safety is a globally growing trend.

The purpose of this paper is to investigate the factors that influence consumers’ consumption behavior with regard to green aquatic products from a social cognitive theory perspective.

A web survey was used to collect the data. The survey subjects were citizens of Ningbo City in Zhejiang Province. A total of 403 subjects were obtained through the sampling service, and 337 subjects were retained after strict examination. The data were used to construct a partial least squares structural equation model.

The cognition of green aquatic products significantly positively affects outcome expectancy, self-efficacy, perception of others’ behavior, and socio-structural conditions. Self-efficacy and outcome expectancy significantly positively influence consumption intention. Self-efficacy, perception of others’ behavior, and consumption intention significantly positively affect consumption behavior.

The concept, connotations and benefits of green aquatic products should be widely publicized through diversified channels to increase people’s knowledge of these products and to encourage people to distinguish them from regular aquatic products and to believe in their benefits. In addition, measures should be taken to guarantee that only genuine green aquatic products can enter the market because the false claims of some products have damaged consumers’ belief in these products.

To test the effect of the cognition of green aquatic products, the construct “the cognition of green aquatic products” was added to the model based on social cognitive theory. This paper contributes to the existing literature by further exploring how cognitive aspects affect consumption behavior with regard to green food.

The rapid transition from a command to market‐based economy in China has required the development of a food safety system for aquatic products where one did not previously exist. The pace of change has meant that food safety systems have struggled to keep up. In 2007 food safety incidents damaged the reputation of aquatic products in export markets. The Chinese Government has moved quickly to strengthen the safety regime for aquatic products. The purpose of this paper is to assess these initiatives in the context of their potential to regain international acceptance of Chinese aquatic products.

A regulatory assessment approach is used.

The findings are that increased government oversight alone is not likely to lead to a fully effective food safety system for aquatic products. The development of private sector‐based incentives to encourage investment in food safety is an essential co‐requisite to increased government oversight if China's access to international markets is to be assured.

The value of this study lies in the light it sheds on the efforts of a major player in the international market for aquatic products to improve the efficacy of its food safety system. China's regulatory regimes are often opaque, limiting the ability of those wishing to assess the advisability of importing food products from China.

The purpose of this paper is to identify the risk factors that affect aquatic product quality in the “farming-supermarket docking” condition. This paper investigates how the investment scale can affect earnings and aquatic product quality assurance level. Also, it aims to determine an effective method for increasing aquatic product assurance level, coordinate the supply chain and improve management of the entire supply chain.

The authors construct a coordination model for quality risk control of the aquatic supply chain by simulating the model in a tilapia supply chain using the case study method. They applied Karush–Kuhn–Tucker conditions to analyze upstream enterprises (breeding base) and downstream enterprises (corresponding supermarket) under the conditions of sufficient or insufficient funds, Further, they consider the relationships among revenue, optimum quality assurance and investment scale at different capital positions; discuss the best cooperation conditions in four cases; and draw conclusions on ways to control quality risk.

The proposed coordination model is found to be effective in controlling aquatic product quality risk. The simulation results show that when the enterprise funds are sufficient, the sales prices, product freshness, quality assurance ability, collaboration and quality test ability have a positive influence on quality assurance level, whereas coefficient and price sensitivity have a negative influence on it. Additionally, it can obtain high-quality assurance levels and earnings in both breeding bases and supermarkets under the condition of adequate investment.

The study built a coordination model combined with the characteristics of the aquatic supply chain by adding the quality penalty mechanism, product freshness parameters and cost function in the “farming-supermarket docking” mode into the traditional principal–agent model. Research results are beneficial to enhancing the quality assurance level of the aquatic supply chain and improving the coordination level of the supply chain.

The study uses survey data obtained in Jiangsu province, China, in June and August of 2012 to analyse the causal relations between aquatic farmers' relationship networks and trust, specific asset investments, joining in cooperatives and modern marketing channels participation.

The authors used the structural equation mode to analyze the variables' causal relationships.

The research results show that Chinese aquatic farmers' relationship networks can positively impact their participation in modern channels through the mediators of trust, specific assets investments and joining in cooperatives.

Two constructs are measured by a single item. Further study to incorporate multi-item constructs would be valuable.

The policy implication is that the government should pay attention to farmers' relationship networks and can provide them with more public goods, especially channel and price information, to assist their evaluations and decision-making, which can help them to access modern marketing channels.

The authors gave the answers that whether farmers' relationship networks affect their marketing channel selection decision and the function mechanism.

Intellectual property right constitutes play a forceful role to promote economic growth and create a fortune. However, it is not yet clear to what extent the agricultural intellectual property rights represented by geographical indications of agricultural products (AGIs) can affect the development of regional economy. The purpose of this paper is to analyze this impact and its mechanism as well as to draw policy implications from this empirical analysis.

Using county-level panel data from 2006 to 2020, this paper employed the difference-in-differences (DID) model.

The authors find that AGIs can significantly improve economic development at the county level. The AGIs can stimulate the flow of commercial and industrial capital to the countryside, thus fueling county-level economic development. Unlike AGIs for cereals and cash crops, AGIs for aquatic products and animal products cannot influence or have a negative impact on county-level economic. Compared with Eastern regions, the acquisition of AGIs in Western regions can more significantly boost county-level economic development. Therefore, AGIs can pronouncedly narrow down the gap of cross-county economic growth.

Conclusions of this paper can provide references for building the county-level countryside into a main ground of agricultural economic development and brand construction, continuously promoting the agricultural supply-front structural reform and boosting realization of all-around rural revitalization.

The outbreak of the novel COVID-19 virus has spread throughout the world, causing unprecedented disruption to not only China's agricultural trade but also the world's agricultural trade at large. This paper attempts to provide a preliminary analysis of the impact of the COVID-19 pandemic on China's agricultural importing and exporting from both short- and long-term perspectives.

This study seeks to analyze how the outbreak of COVID-19 could potentially impact China's agricultural trade. With respect to exports, the authors have pinpointed major disruptive factors arising from the pandemic which have affected China's agricultural exports in both the short and long term; in doing so, we employ scenario analysis which simulates potential long-term effects. With regard to imports, possible impacts of the pandemic regarding the prospects of food availability in the world market are investigated. Using scenario analysis, the authors estimate the potential change in China's food market—especially meat import growth—in light of the implementation of the newly signed Sino-US Economic and Trade Agreement (SUETA).

The results show that China's agricultural exports have been negatively impacted in the short-term, mostly due to the disruption of the supply chain. In the long term, dampened external demand and potential imposition of non-tariff trade barriers (NTBs) will exert more profound and lasting negative effects on China's agricultural export trade. On the other hand, despite panic buying and embargoing policies from some exporting and importing countries, the world food availability and China's food import demand are still optimistic. The simulation results indicate that China's import of pork products, in light of COVID-19 and the implementation of SUETA, would most likely see a sizable climb in quantity, but a lesser climb in terms of value.

Agricultural trade in China has been a focal-point of attention in recent years, with new challenges slowing exports and increasing dependence on imports for food security. The outbreak of the COVID-19 pandemic adds significant uncertainty to agricultural trade, giving rise to serious concerns regarding its potential impact. By exploring the impact of the unprecedented pandemic on China's agricultural trade, this study should contribute to a better understanding of the still-evolving pandemic and shed light on pertinent policy implications.

This study associated consumers' food choice motives and socio-demographic characteristics with their attitudes and consumptions towards food shopping with four e-commerce modes: business-to-consumer (B2C), online-to-offline delivery (O2O Delivery), online-to-offline in-store (O2O In-store) and New Retail. It also explored consumer preferences for specific food categories within the four e-commerce modes.

An online survey was administered to 954 participants from three Chinese cities: Beijing, Shanghai and Shenzhen. Descriptive analysis and linear regression were used in the data analysis.

The following food choice motives (FCMs) and socio-demographic characteristics had a significant effect on food e-commerce attitudes and/or consumption, with some or all of the four e-commerce modes: Taste Appeal, Value for Money, Safety Concerns, Quality Concerns, Processed Convenience, Purchase Convenience, Others' Reviews, City, Gender, Household Size, Age, Income, Occupation and Marital Status. Consumers also have different consumption preferences for food categories in the four e-commerce modes.

This is the first study to associate consumer FCMs and socio-demographics with their e-commerce attitudes and consumption regarding food in four e-commerce modes: B2C, O2O Delivery, O2O In-store and New Retail.

This paper therefore aims at systematically estimating the agricultural trade induced farm employment effects in China.

Using detailed agricultural trade and production data during 1994‐2009, the authors estimate the “labor contents” of agricultural trade flows and use these estimates to compute the farm employment effects.

The authors find that China's agricultural trade has indeed generally developed along its widely believed comparative advantages and disadvantages; however, the farm employment “creation” effect due to labor‐intensive exports has actually been dominated by the employment “substitution” effect due to increased land‐intensive imports, thereby mostly resulting in negative net farm employment in the post‐WTO accession era.

Findings from this first systematic attempt to estimate the trade‐induced farm employment effects do not lend support to the popular notion that increased agricultural trade would help increase farm employment and have important implications for evaluating current and future trade policy in China and elsewhere.

Food markets are characterized by asymmetric information between suppliers and consumers, which causes inefficiency of market and food safety risks. This paper studies how the food quality and safety information disclosed by the government affects the hazard analysis and critical control point (HACCP) certification decision of meat producers. The heterogeneity of the effects across different regions, provinces with different meat output scales and provinces with different intensities of food safety regulation is evaluated.

This paper applies a unique database comprising information from multiple sources. Food quality and safety information disclosure is indicated by the number of failure records of food sampling inspections by the government in 2015–2018. Fixed-effect model is used in the analyses.

The results demonstrate that food quality and safety information disclosure has a significant effect on the HACCP certification adoption by meat producers. The effect is heterogeneous across geographic regions, i.e. this effect is larger in the east and the middle of China than that in the west and the northeast. The heterogeneity across regions may be caused by the variance in meat output scales and fiscal expenditures on food safety among provinces.

This research is one of the preliminary attempts to understand how producers respond in terms of HACCP certification to the amount of food quality and safety information disclosed by the government, based on the case of meat industry in China.