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Retail channel and consumer demand for food quality in China

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  • Ortega, David L.
  • Wang, H. Holly
  • Wu, Laping
  • Hong, Soo Jeong

Abstract

In the wake of the supermarket revolution, consumer concerns over food safety in China have resulted in an accelerated change towards the procurement of food products from modern retail channels. We employ discrete choice experiments to assess consumer preferences for food quality attributes across various retail channels using primary data from Beijing, China. Results suggest that consumer willingness to pay for food safety is retail channel invariant, while preferences for organic and Green Food certification are product and retail channel specific. We find evidence of emerging consumer preferences for animal welfare attributes. Implications for food retail managers and agribusinesses are discussed.

Suggested Citation

  • Ortega, David L. & Wang, H. Holly & Wu, Laping & Hong, Soo Jeong, 2015. "Retail channel and consumer demand for food quality in China," China Economic Review, Elsevier, vol. 36(C), pages 359-366.
  • Handle: RePEc:eee:chieco:v:36:y:2015:i:c:p:359-366
    DOI: 10.1016/j.chieco.2015.04.005
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    Keywords

    Food Safety; Organic; Green Food; Animal Welfare; Willingness to Pay;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy

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