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Article

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…

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

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Article

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

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Article

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…

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

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Article

Mona Mohamed, Joyram Chakraborty and Sharma Pillutla

The purpose of this study is to examine the effects of culture on the cross-cultural design of the recognition-based graphical password (RBG-P) interface as inferred from…

Abstract

Purpose

The purpose of this study is to examine the effects of culture on the cross-cultural design of the recognition-based graphical password (RBG-P) interface as inferred from Chinese and Saudi subjects’ image selections.

Design/methodology/approach

The authors use a between-group design adopted using two groups of participants from China and the Kingdom of Saudi Arabia to measure the differences caused by the effects of cultures on graphical password image selections. Three hypotheses have been tested in a four-week long study carried out using two questionnaires and an RBG-P webtool designed for images selection.

Findings

The results have indicated that participants are equally biased not only toward their own culture but also depending on their opinions about other cultures. In addition, when creating the password, it has been observed that culture not only influenced the image selection to create the password but also have an effect on the sequence of the images forming the password.

Research limitations/implications

Appropriately used image selection differences can be used appropriately in cross-cultural designs that will lead to better development of culturally adaptive interfaces that will boost the security posture of RBG-P authentication.

Practical implications

Some RBG-P interfaces that are produced outside the designer’s culture may suffer the effects of cultural differences. Hence, to incorporate culture in the interface, authentication systems within applications should be flexible by designing images that fit the culture in which the software will be used. To this end, access control interface testing should also be carried out in the environmental and cultural context in which it is will be used.

Originality/value

This paper provides useful information for international developers who develop cross-cultural usable secure designs. In such environments, the cross-culturally designs may have significant effects on the acceptability and adoption adaptation of the interface to multi-cultural settings.

Details

Journal of Systems and Information Technology, vol. 22 no. 1
Type: Research Article
ISSN: 1328-7265

Keywords

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