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A consumer segmentation study with regards to genetically modified food in urban China


  • Zhang, Xiaoyong
  • Huang, Jikun
  • Qiu, Huanguang
  • Huang, Zhurong


The objective of this study is to identify the underlying subgroups of Chinese consumers in terms of their perceptions and attitudes toward GM foods. In particular, we address the following specific questions: may researchers segment Chinese urban consumers in terms of their attitudes and perceptions toward GM foods? Are there any relationships between segmented consumer groups and other factors - such as their exposure to GM knowledge and socio-demographics? And, what policy implications can be drawn from this research to the future biotech development in China? Based on a large-scale survey data collected by the authors in 2002 and 2003 in 11 cities of China, this research applies consumer research methodologies. The combination of factor and cluster analysis enables us to identify successfully and consistently four Chinese consumer clusters based on their perceptions and attitudes toward GM foods, which include a food safety cluster, a nutritional technologist cluster, a GM skeptic cluster, and a cluster of GM for non-food promoter.

Suggested Citation

  • Zhang, Xiaoyong & Huang, Jikun & Qiu, Huanguang & Huang, Zhurong, 2010. "A consumer segmentation study with regards to genetically modified food in urban China," Food Policy, Elsevier, vol. 35(5), pages 456-462, October.
  • Handle: RePEc:eee:jfpoli:v:35:y:2010:i:5:p:456-462

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    References listed on IDEAS

    1. Zhang, Xiaoyong & Dagevos, Hans & He, Yuna & van der Lans, Ivo & Zhai, Fengying, 2008. "Consumption and corpulence in China: A consumer segmentation study based on the food perspective," Food Policy, Elsevier, vol. 33(1), pages 37-47, February.
    2. William Kaye-Blake & Anna O'Connell & Charles Lamb, 2007. "Potential market segments for genetically modified food: Results from cluster analysis," Agribusiness, John Wiley & Sons, Ltd., vol. 23(4), pages 567-582.
    3. Jikun Huang & Yunhua Wu & Huayong Zhi & Scott Rozelle, 2008. "Small Holder Incomes, Food Safety and Producing, and Marketing China's Fruit," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 30(3), pages 469-479.
    4. Hallman, William K. & Hebden, W. Carl & Aquino, Helen L. & Cuite, Cara L. & Lang, John T., 2003. "Public Perceptions Of Genetically Modified Foods: A National Study Of American Knowledge And Opinion," Working Papers 18174, Rutgers University, Food Policy Institute.
    5. Baker, Gregory A. & Burnham, Thomas A., 2001. "Consumer Response To Genetically Modified Foods: Market Segment Analysis And Implications For Producers And Policy Makers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 26(02), December.
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    Cited by:

    1. Adhikari, Rajendra Prasad & Collins, Ray & Sun, Ximing, 2012. "Segmenting Consumers to Inform Agrifood Value Chain Development in Nepal," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 15(4).
    2. Badar, Hammad & Ariyawardana, Anoma & Collins, Ray, 2015. "Capturing Consumer Preferences for Value Chain Improvements in the Mango Industry of Pakistan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 18(3).
    3. repec:ura:ecregj:v:1:y:2018:i:1:p:216-226 is not listed on IDEAS
    4. Mingyang Zhang & Chao Chen & Wuyang Hu & Lijun Chen & Jintao Zhan, 2016. "Influence of Source Credibility on Consumer Acceptance of Genetically Modified Foods in China," Sustainability, MDPI, Open Access Journal, vol. 8(9), pages 1-16, September.


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