确定中国消费者购买西方食品时如何优先考虑食品安全提示:对成人奶粉的联合研究

M. Mirosa, Yang Liu, P. Bremer
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引用次数: 9

摘要

摘要本研究调查了中国消费者在评估进口奶粉安全性时如何优先考虑提示。一项基于选择的联合调查由北京、上海、天津和南京的307名参与者使用基于互联网的软件1000minds完成。对消费者来说,重要的提示是“产品标签/网站上显示的政府认证标志”;“不含防腐剂和添加剂的成分和材料”;“包括二维码等可追溯技术”和“逼真的照片”。没有检测到反映安全提示之间不同权衡的不同消费者群体,这表明该市场的单一食品安全沟通策略可能就足够了。这些发现通过强调哪些线索能让消费者对产品的安全性最有信心,为现有文献增添了新的内容,并为政府和食品行业在为中国消费者设计和实施有效的风险或市场沟通策略方面提供了大量可操作的见解。
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Determining How Chinese Consumers that Purchase Western Food Products Prioritize Food Safety Cues: A Conjoint Study on Adult Milk Powder
ABSTRACT 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.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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