Urban Consumer Trust and Food Certifications in China
Abstract
:1. Introduction
2. Chinese Consumers’ Knowledge and Safety Perception about Food Certification
3. Materials and Methods
3.1. Questionnaire Design and Survey
- The first part requested the socio-demographic information of the respondents;
- The second part asked questions regarding eating habits (e.g., the frequency of consumption of different types of product or the different reasons influencing their purchase);
- The third part asked about the safety perception of different categories of food such as rice, milk and milk products, eggs, meat, fish, vegetables, and fruit. Questions regarding certifications were asked in this section as well;
- The fourth part queried regarding the quality of food (same categories as above).
3.2. Econometric Model
4. Results
5. Discussion and Conclusions
Supplementary Materials
Author Contributions
Funding
Conflicts of Interest
References
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Certification | Hazard-Free Food Certification | Green Food Certification | Organic Food Certification |
---|---|---|---|
Logo | |||
Definition | No pollution, no toxicity, safety, high quality food, clean environment, production technology compliance, control of harmful substances content, use of non-pollution food after examination and approval | Agricultural products grown, produced, or processed in a non-polluting environment, contents of toxic and harmful substances strictly controlled, and conform to the national safety food standards. | No chemical synthetic pesticides, veterinary drugs, feed additives, etc.; no genetic engineering techniques; and specific marks shall not be used for production in accordance with prescribed technology. |
Strictness | Low (referring to general domestic food safety standards) | Strict: A-level; Stricter: AA-level (referring to Food and Agriculture Organization of the United Nations (FAO) and World Health Organization—(WHO) standards) | Strictest (referring to European Union and IFOAM standards) |
Laws and regulations | Measures for the Administration of hazard-free food products, agricultural product quality and safety law | Green Food labelling Act | Administrative Measures on Organic Product Certification |
Label | Printed on the food package for identification | Printed on the food package for identification | Printed on the food package for identification |
Validity of certification | 3 years | 3 years | 1 year |
Operation year | 2001 | 1990 | 1994 (Since 2004, there has been unified organic product standards in China) |
Type of certification | Certification of land, practices, and products | Certification of land, practices, and products | Certification of land, practices, and products |
Certificate authority | The Center for Agri-food Quality and Safety, Ministry of Agriculture of PRC | China Green Food Development Center, Ministry of Agriculture of PRC | Certification and Accreditation Administration of PRC |
Variable | Description | Relative Frequency (%) |
---|---|---|
Age (years) | 16–19 | 15.06 |
20–29 | 44.25 | |
30–39 | 12.55 | |
40–49 | 18.49 | |
50–60 | 5.28 | |
>60 | 4.37 | |
Sex | Male | 40.29 |
Female | 59.71 | |
Education Level | High school | 29.73 |
Graduate | 64.99 | |
Postgraduate | 5.28 | |
Consumer reads ingredients | Yes | 63.01 |
No | 36.99 | |
Consumer trusts SC logo | Yes | 68.82 |
No | 31.18 | |
Consumer knows hazard-free certification | Yes | 37.25 |
No | 62.75 | |
Consumer knows green certification | Yes | 66.58 |
No | 33.42 | |
Consumer knows organic certification | Yes | 43.73 |
No | 56.27 | |
Traceability | Yes | 12.17 |
No | 87.83 | |
Price safety cue | Yes | 44.06 |
No | 55.94 | |
Purchase place | Supermarket | 63.01 |
Local market | 28.01 | |
Small retailers | 8.98 |
Variables | Coefficients | ||||
---|---|---|---|---|---|
Fish | Meat | Milk | Eggs | Rice | |
SC logo | −0.34 * | −0.38 ** | −0.33 * | −0.37 ** | −0.42 ** |
(0.18) | (0.19) | (0.18) | (0.17) | (0.17) | |
Green certification | −0.39 * | −0.19 | 0.22 | 0.21 | 0.90 *** |
(0.20) | (0.22) | (0.20) | (0.18) | (0.18) | |
Organic certification | 0.31 | 0.47 ** | 0.27 | 0.32 * | 0.48 *** |
(0.19) | (0.21) | (0.18) | (0.17) | (0.17) | |
Hazard-free certification | 0.09 | 0.11 | 0.02 | −0.07 | −0.09 |
(0.19) | (0.20) | (0.18) | (0.17) | (0.17) | |
Supermarket | −0.08 | −0.24 | 0.09 | 0.07 | 0.10 |
(0.18) | (0.19) | (0.17) | (0.16) | (0.16) | |
Consumer reads ingredients | −0.01 | 0.13 | 0.11 | −0.06 | −0.11 |
(0.24) | (0.25) | (0.23) | (0.22) | (0.21) | |
Traceability | 0.15 | 0.07 | 0.03 | −0.16 | −0.20 |
(0.27) | (0.28) | (0.26) | (0.25) | (0.25) | |
Price safety cue | 0.61 *** | 0.56 *** | 0.41 ** | 0.38 ** | 0.59 *** |
(0.17) | (0.18) | (0.16) | (0.15) | (0.16) | |
Constant | −1.02 *** | −1.33 *** | −1.24 *** | −0.70 *** | −0.68 *** |
(0.21) | (0.22) | (0.21) | (0.19) | (0.20) | |
Pseudo R2 | 0.03 | 0.03 | 0.02 | 0.02 | 0.07 |
Variable | Coefficient | ||||
---|---|---|---|---|---|
Fish | Meat | Milk | Eggs | Rice | |
SC logo | −0.42 | −0.44 | −0.62 | −0.83 ** | −0.80 ** |
(0.41) | (0.42) | (0.41) | (0.40) | (0.41) | |
Green certification | −0.49 | 0.01 | 0.68 | −0.05 | 0.74 * |
(0.46) | (0.48) | (0.45) | (0.43) | (0.43) | |
Organic certification | 0.96 ** | 0.63 | 0.73 | 1.20 *** | 0.93 ** |
(0.46) | (0.48) | (0.46) | (0.45) | (0.45) | |
Hazard-free certification | −0.50 | −0.26 | −0.05 | −0.13 | −0.02 |
(0.46) | (0.49) | (0.46) | (0.44) | (0.44) | |
Supermarket | 0.16 | −0.05 | −0.25 | 0.43 | 0.55 |
(0.40) | (0.42) | (0.40) | (0.38) | (0.38) | |
Consumer reads ingredients | −0.09 | −0.05 | 0.78 | −0.06 | −0.69 |
(0.57) | (0.58) | (0.55) | (0.54) | (0.55) | |
Traceability | 0.34 | −0.28 | −0.51 | −0.49 | −0.32 |
(0.69) | (0.78) | (0.72) | (0.67) | (0.65) | |
Price safety cue | 1.32 *** | 1.33 *** | 1.07 *** | 1.52 *** | 1.82 *** |
(0.40) | (0.42) | (0.40) | (0.39) | (0.40) | |
Supermarket × age | −0.21 | −0.06 | −0.07 | −0.78 ** | −0.71 ** |
(0.37) | (0.39) | (0.37) | (0.35) | (0.34) | |
Supermarket × education | −0.11 | −0.12 | 0.58 | 0.04 | −0.09 |
(0.38) | (0.41) | (0.39) | (0.36) | (0.36) | |
Ingredient × age | 0.10 | 0.03 | −0.38 | −0.02 | −0.19 |
(0.53) | (0.54) | (0.51) | (0.49) | (0.48) | |
Ingredient × education | 0.03 | 0.23 | −0.54 | 0.14 | 1.17 ** |
(0.53) | (0.55) | (0.52) | (0.50) | (0.50) | |
SC × age | −0.00 | −0.06 | 0.15 | 0.37 | 0.48 |
(0.37) | (0.39) | (0.37) | (0.35) | (0.35) | |
SC × education | 0.24 | 0.29 | 0.30 | 0.44 | 0.18 |
(0.40) | (0.42) | (0.40) | (0.39) | (0.39) | |
Hazard-free × age | 0.05 | −0.00 | −0.17 | −0.62 | −0.10 |
(0.41) | (0.44) | (0.41) | (0.39) | (0.38) | |
Hazard free × education | 0.82* | 0.59 | 0.33 | 0.46 | 0.03 |
(0.46) | (0.48) | (0.46) | (0.44) | (0.43) | |
Green × age | 0.17 | −0.04 | 0.03 | 0.83 ** | 0.73 * |
(0.43) | (0.47) | (0.43) | (0.40) | (0.40) | |
Green × education | 0.01 | −0.31 | −0.74 | −0.15 | −0.18 |
(0.46) | (0.49) | (0.45) | (0.43) | (0.43) | |
Organic × age | 0.25 | 0.28 | −0.39 | −0.40 | −0.77 ** |
(0.44) | (0.46) | (0.43) | (0.40) | (0.39) | |
Organic × education | −1.01 ** | −0.33 | −0.36 | −0.89 ** | −0.18 |
(0.47) | (0.49) | (0.46) | (0.45) | (0.44) | |
Traceability × age | −0.84 | −0.66 | −0.35 | 0.18 | 0.03 |
(0.57) | (0.60) | (0.57) | (0.54) | (0.52) | |
Traceability × education | 0.29 | 0.86 | 0.91 | 0.37 | 0.13 |
(0.69) | (0.79) | (0.73) | (0.67) | (0.64) | |
Price safety cue × age | −0.33 | −0.18 | −0.41 | −0.78 ** | −1.02 *** |
(0.37) | (0.39) | (0.37) | (0.36) | (0.35) | |
Price safety cue × education | −0.86 ** | −1.09 *** | −0.79 ** | −1.17 *** | −1.11 *** |
(0.39) | (0.41) | (0.39) | (0.38) | (0.38) | |
Constant | −1.15 *** | −1.48 *** | −1.30 *** | −0.80 *** | −0.74 *** |
(0.22) | (0.24) | (0.22) | (0.21) | (0.20) | |
Pseudo R2 | 0.06 | 0.05 | 0.05 | 0.06 | 0.10 |
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Moruzzo, R.; Riccioli, F.; Boncinelli, F.; Zhang, Z.; Zhao, J.; Tang, Y.; Tinacci, L.; Massai, T.; Guidi, A. Urban Consumer Trust and Food Certifications in China. Foods 2020, 9, 1153. https://doi.org/10.3390/foods9091153
Moruzzo R, Riccioli F, Boncinelli F, Zhang Z, Zhao J, Tang Y, Tinacci L, Massai T, Guidi A. Urban Consumer Trust and Food Certifications in China. Foods. 2020; 9(9):1153. https://doi.org/10.3390/foods9091153
Chicago/Turabian StyleMoruzzo, Roberta, Francesco Riccioli, Fabio Boncinelli, Zhaozhong Zhang, Jinjin Zhao, Yaojia Tang, Lara Tinacci, Tommaso Massai, and Alessandra Guidi. 2020. "Urban Consumer Trust and Food Certifications in China" Foods 9, no. 9: 1153. https://doi.org/10.3390/foods9091153