Country of origin and confidence in quality of imported foods in China

Abstract

Food distribution channel members in the Peoples’ Republic of China have been interviewed regarding the key factors that determine where they source imported food products. Concerns about food safety and mistrust of food production systems within China result in imported food products generally enjoying a higher reputation than locally produced food products, unless the locally produced products carry famous international brands. Little discrimination was evident between different source countries. A high level of importance is placed on brands, the reputation of intermediaries within the channel, and the reputation of retail outlets, but country of origin effects appear confined to specific food categories.