The objective of this study was to explain the determinants of the fresh vegetables purchase decision by Chinese urban consumers in Beijing including awareness and attitudes to food safety, and their willingness to p...The objective of this study was to explain the determinants of the fresh vegetables purchase decision by Chinese urban consumers in Beijing including awareness and attitudes to food safety, and their willingness to pay （WTP） more for specific safety characteristics when buying fresh vegetables. The research rationale arises out of a history of food safety scares and scandals in China, and a national government response to promote quality assurance and safety through labelling. The primary hypothesis was that an understanding of food safety systems and product labelling, and trust in supply chain integrity would be key determinants in consumer willingness to purchase and pay more for safety assured vegetables. Based on a questionnaire survey of consumers in Beijing, the analysis found that the major factors underlying the purchase decision of fresh vegetables were product freshness, convenience and competitive price rather than assured product labelling. The decisions whether to purchase assurance-labelled vegetables and WTP more for chemical residue-free product were analysed by binomial and ordinal multinomial logit modelling respectively. It revealed a WTP moreof between 20% and 40%. Monthly household income was a key determinant of both quality assured product and WTP, together with degree of concern over residues, trust in retailer and assurance labels and place of purchase. The results suggest much still remains to be done to build trust though rigorous monitoring and enforcement of food safety standards to improve supply chain integrity and consumer confidence.展开更多
Vegetable yields have increased in China because of the increasing demand for vegetables; however, chemical contamination present in vegetable fields threatens food safety in China. Based on the data for the areas und...Vegetable yields have increased in China because of the increasing demand for vegetables; however, chemical contamination present in vegetable fields threatens food safety in China. Based on the data for the areas under cultivation and yields of vegetables and grains, price indices for agricultural production inputs, agricultural materials per unit area, producer price indices and net profits from vegetable and grain production, the potential for food safety risks in China caused by contamination of vegetable fields was analyzed based on comparison between vegetables and grains of areas under cultivation, yields, net profit, and agricultural materials use per unit of area. The author found that the area under cultivation and yield of vegetables have significantly increased because of increasing public demand for vegetables in the diet and high market prices for vegetables since the initiation of socialist market economy reforms; however, the potential risk from the application of agricultural materials increased during the study period as the proportion of vegetable planting increased. Food safety in China could be improved by controlling contamination in vegetable fields.展开更多
文摘The objective of this study was to explain the determinants of the fresh vegetables purchase decision by Chinese urban consumers in Beijing including awareness and attitudes to food safety, and their willingness to pay （WTP） more for specific safety characteristics when buying fresh vegetables. The research rationale arises out of a history of food safety scares and scandals in China, and a national government response to promote quality assurance and safety through labelling. The primary hypothesis was that an understanding of food safety systems and product labelling, and trust in supply chain integrity would be key determinants in consumer willingness to purchase and pay more for safety assured vegetables. Based on a questionnaire survey of consumers in Beijing, the analysis found that the major factors underlying the purchase decision of fresh vegetables were product freshness, convenience and competitive price rather than assured product labelling. The decisions whether to purchase assurance-labelled vegetables and WTP more for chemical residue-free product were analysed by binomial and ordinal multinomial logit modelling respectively. It revealed a WTP moreof between 20% and 40%. Monthly household income was a key determinant of both quality assured product and WTP, together with degree of concern over residues, trust in retailer and assurance labels and place of purchase. The results suggest much still remains to be done to build trust though rigorous monitoring and enforcement of food safety standards to improve supply chain integrity and consumer confidence.
基金National Natural Science Foundation of China(41371531)Key Technology Research and Pilot Study for Major Natural Disaster Risk Assessment(TSYJS04)
文摘Vegetable yields have increased in China because of the increasing demand for vegetables; however, chemical contamination present in vegetable fields threatens food safety in China. Based on the data for the areas under cultivation and yields of vegetables and grains, price indices for agricultural production inputs, agricultural materials per unit area, producer price indices and net profits from vegetable and grain production, the potential for food safety risks in China caused by contamination of vegetable fields was analyzed based on comparison between vegetables and grains of areas under cultivation, yields, net profit, and agricultural materials use per unit of area. The author found that the area under cultivation and yield of vegetables have significantly increased because of increasing public demand for vegetables in the diet and high market prices for vegetables since the initiation of socialist market economy reforms; however, the potential risk from the application of agricultural materials increased during the study period as the proportion of vegetable planting increased. Food safety in China could be improved by controlling contamination in vegetable fields.
