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Article
Publication date: 6 February 2017

Shijiu Yin, Mo Chen, Yingjun Xu and Yusheng Chen

Unlike some developed countries, Chinese food safety certification system is multi-level including organic/green/hazard-free certifications. The purpose of this paper is…

Abstract

Purpose

Unlike some developed countries, Chinese food safety certification system is multi-level including organic/green/hazard-free certifications. The purpose of this paper is to assess consumers’ preferences for tomatoes carrying these different labels.

Design/methodology/approach

Data used in this study came from choice experiments (CEs) conducted in Shandong province, China. Based on experiment data, a random parameter logit model was established to analyze consumers’ willingness-to-pay (WTP).

Findings

Consumers’ WTP for organic tomatoes was higher than that for hazard-free and green-certified tomatoes. Furthermore, consumers’ WTP for the European Union (EU) organic label was higher than that for the Chinese organic label, whereas a non-significant difference existed between the levels of consumers’ WTP for hazard-free and green-certified tomatoes. Consumers with different food safety risk perception (FSRP) had large differences in WTP, whereas those with varying environmental awareness (ENAW) had similar levels of WTP.

Originality/value

This contribution is the first research which focuses on consumers’ WTP for EU organic label, Chinese organic label, green label, or hazard-free label on tomato through CEs in China. Furthermore, the influence of consumers’ FSRP and ENAW on their preference was analyzed through a random parameter logit model.

Details

China Agricultural Economic Review, vol. 9 no. 1
Type: Research Article
ISSN: 1756-137X

Keywords

Article
Publication date: 3 June 2019

Mo Chen, Yiqin Wang, Shijiu Yin, Wuyang Hu and Fei Han

The organic food sold in China can bear organic labels from different countries/regions. The purpose of this paper is to assess the trust and preferences of consumers for…

Abstract

Purpose

The organic food sold in China can bear organic labels from different countries/regions. The purpose of this paper is to assess the trust and preferences of consumers for tomatoes carrying these different labels.

Design/methodology/approach

The data came from real choice experiments conducted in Shandong Province, China. A mixed logit model was used to analyze consumer willingness to pay (WTP).

Findings

Results indicated that, among the four organic labels considered in this study, the highest WTP was expressed for organic label from the European Union, followed by Hong Kong’s organic label, Japanese organic label and, lastly, by the Chinese mainland organic label. Consumer trust has a positive effect on their WTPs for the four organic labels. Providing consumers with information on organic can significantly lift their WTPs, and reduce the gaps between WTPs for different organic labels.

Originality/value

This research is of academic value and of value to food suppliers. International food marketers are recommended to equip their products with proper organic labels and initiate additional consumer education.

Details

British Food Journal, vol. 121 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 24 August 2018

Shijiu Yin, Ying Li, Yusheng Chen, Linhai Wu and Jiang Yan

The purpose of this paper is to analyse the factors that influence food safety reporting intention and behaviour of the public.

Abstract

Purpose

The purpose of this paper is to analyse the factors that influence food safety reporting intention and behaviour of the public.

Design/methodology/approach

Data used in this study came from a questionnaire survey conducted in Shandong Province, China. The 642 qualified samples were analysed through structural equation model based on the expanded theory of planned behaviour to study public food safety reporting behaviour and its influencing factors.

Findings

Results indicated that participation attitude, subjective norm, perceived behavioural control (PBC) and moral norm had significantly positive effects on public reporting intention, which had a direct effect on behaviour. Among subjective norm, descriptive norm had a more significant influence on the intention to report than injunctive norm. PBC indirectly affected reporting behaviour through participation intention, and directly affected participation behaviour. Socio-demographic variables had significant influence on participation attitude, injunctive norm and PBC, whereas these variables had no influence on descriptive norm and moral norm.

Originality/value

This research is of academic value and of value to policy makers. To promote public participation in food safety reporting, the government should consider influencing factors of food safety reporting.

Details

British Food Journal, vol. 120 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 June 2017

Shijiu Yin, Ying Li, Yingjun Xu, Mo Chen and Yiqin Wang

The purpose of this paper is to provide a basis for government decision makers regarding the gradual popularisation of traceable infant milk formula (IMF) and the…

1265

Abstract

Purpose

The purpose of this paper is to provide a basis for government decision makers regarding the gradual popularisation of traceable infant milk formula (IMF) and the construction of a safe food market system.

Design/methodology/approach

The data were collected from 1,225 randomly selected consumers in Shandong Province, China using a choice experiment. The authors used the mixed logit model to determine consumer willingness to pay (WTP) for IMF profiles with different levels of five attributes: traceability information, brand, country of origin, place of sale and price.

Findings

Results indicated that traceability information was more important than brand or country of origin for Chinese consumers. In terms of WTP for different levels of traceability information, grazing information was the most preferred by the respondents. The order of preference with regards to country of origin and brand attributes suggests that consumers prefer “foreign milk powder” to domestic products. The difference in consumer WTP between IMF sold in drugstores and in supermarkets is minimal. The higher the food safety risk perception, the higher the WTP for traceability information and the higher the WTP for “foreign milk powder (brand or country of origin)” compared with domestic products. In addition, the differences in the WTP of various risk perception groups between IMF sold in drugstores and in supermarkets are minimal.

Originality/value

This study subdivides traceability information into three levels (i.e. cow grazing, IMF producing and IMF selling) based on supply chain processes. It then compares consumer preference for the traceability information attribute with those of other attributes, such as brand, country of origin and place of sale. This research is valuable to members of the academe, policy makers and food suppliers.

Details

British Food Journal, vol. 119 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 4 July 2016

Shijiu Yin, Mo Chen, Yusheng Chen, Yingjun Xu, Zongsen Zou and Yiqin Wang

Organic certification system became important means to restore consumer confidence in China. The purpose of this paper is to focus on consumer trust in organic milk of…

2483

Abstract

Purpose

Organic certification system became important means to restore consumer confidence in China. The purpose of this paper is to focus on consumer trust in organic milk of different brands and its influencing factors.

Design/methodology/approach

The data were collected from 876 randomly selected consumers in Shandong Province, China. And an ordered logistic model was established to analyze influencing factors of consumer trust.

Findings

Chinese consumers generally lack trust in organic milk. Consumer trust for different brands of organic milk was different, and was not high in general. Various factors, namely, age, education years, food safety awareness, evaluation of government regulation policy, evaluation of organic milk price, and purchase convenience, have a significant impact on consumer trust. Factors, such as income, environmental protection consciousness, and risk consciousness, are not significant.

Originality/value

This research is of academic value and of value to policy makers and suppliers. Government should promote institutional arrangement and strengthening supervision in production, certification, and circulation of organic products. Organic suppliers should implement reliable marketing strategy, such as correct pricing, and build a more extensive and convenient distribution network.

Details

British Food Journal, vol. 118 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 November 2015

Mo Chen, Shijiu Yin, Yingjun Xu and Zhiwei Wang

– The purpose of this paper is to determine consumers’ willingness to pay (WTP) for tomatoes carrying different organic labels.

1102

Abstract

Purpose

The purpose of this paper is to determine consumers’ willingness to pay (WTP) for tomatoes carrying different organic labels.

Design/methodology/approach

The data were collected from 878 randomly selected consumers in Shandong Province, China, using the Becker-DeGroot-Marschak auction experiment. The authors used the multivariate probit (MVP) model to analyze the factors influencing consumer preferences.

Findings

Results indicated that consumers’ WTP for tomatoes carrying the European Union (EU) organic label was significantly higher than those carrying the Chinese organic label. However, no significant difference was found between consumers’ WTP for tomatoes carrying the EU organic label and that for tomatoes carrying both Chinese and EU labels. The results of the MVP model analysis demonstrated that the consumers with different individual characteristics had heterogeneous preferences for organic labels. Food safety consciousness and organic knowledge both had positive effects on consumers’ WTP, meanwhile, environmental awareness had no prominent effect on consumer preferences.

Originality/value

This research is of academic value and of value to policy makers and suppliers. To satisfy diverse market requirements, governments, and manufacturers should consider consumer preferences for different certification labels in strategy development.

Details

British Food Journal, vol. 117 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 16 August 2019

Zheng Zhao and Yali Wen

The purpose of this paper is to measure the influence factors of their preferences for urban forest, marginal values of various properties and relative values of different…

Abstract

Purpose

The purpose of this paper is to measure the influence factors of their preferences for urban forest, marginal values of various properties and relative values of different scheme portfolios, thus arriving indirectly at the city residents’ demand for urban forest improvement.

Design/methodology/approach

This paper, based on the data from the 2015–2017 field survey questionnaire of city residents over the radius of Beijing’s 5th Ring Road, uses the choice experiment method (CEM) to conduct a study of its residents’ demand for urban forest.

Findings

Beijing’s city residents are generally inclined to accept a relatively low payment of urban forest while hoping to access a relatively high urban afforestation coverage with the construction of relatively many city parks, especially focusing on the specialized park management; the marginal values of biodiversity and greenery coverage are far higher than those of greenbelts in quantity and the maximum marginal value of biodiversity remains as high as RMB29.42, indicating that the city residents do not favor much the number of greenbelts over other aspects but they generally hope to achieve a higher greenery coverage and a richer biodiversity.

Research limitations/implications

Generally speaking, what Beijing City needs most is not continuing the increase in the number of greenbelts, but engaging in the rational retrofit of its existing greenbelts and optimizing its urban forest structure.

Originality/value

This paper may provide reference for determining the city residents’ payment criteria for urban forest and will be of equally great significance to developing cities and their urban forest.

Details

Forestry Economics Review, vol. 1 no. 1
Type: Research Article
ISSN: 2631-3030

Keywords

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