Determining How Chinese Consumers that Purchase Western Food Products Prioritize Food Safety Cues: A Conjoint Study on Adult Milk Powder

Miranda Mirosa, Yang Liu, Phil Bremer
2020 Journal of Food Products Marketing  
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
more » ... 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.
doi:10.1080/10454446.2020.1782796 fatcat:bljfw2ngmzdydagsvuf6asmq6m