Determining How Chinese Consumers that Purchase Western Food Products Prioritize Food Safety Cues: A Conjoint Study on Adult Milk Powder
Mirosa, Miranda; Liu, Yang; Bremer, Phil
This study investigated how Chinese consumers prioritize cues when assessing the safety of imported milk powder. A choice-based conjoint survey was completed by 307 participants in Beijing, Shanghai, Tianjin, and Nanjing, using the internet-based software 1000minds. Important cues for consumers were “government certification logo shown on the product label/Website”; “ingredients and materials, free from preservatives and additives”; “having traceability techniques such as QR code included” and “realistic photos.” Distinct consumer segments reflecting differing trade-offs between safety cues were not detected suggesting that a single food safety communication strategy for this market may be sufficient. These findings add to extant literature by highlighting what cues give consumers the most confidence a product is safe and they provide a raft of actionable insights for government and the food industry in terms of designing and implementing effective risk or market communication strategies for Chinese consumers.
Published in: Journal of Food Products Marketing, volume 26, issue 5
Rights Statement: DOI:10.1080/10454446.2020.1782796
Keywords: conjoint analysis; Chinese consumers; Food safety; cues; milk powder
Research Type: Journal Article