Chinese Consumers Aware of Food Safety

CHINA — A new study reveals that consumers in China are aware of food safety issues despite a lack of information and that they are prepared to pay more for safe food products.

A new study reveals that Chinese consumers have a high awareness of safe food but limited knowledge about the concept of safe food, low recognition of the relevant labels and limited ability to identify safe food. Despite limited knowledge by Chinese consumers, the authors of the study found they generally hold positive attitudes towards food safety, particularly with regard to its safety, quality, nutrition and taste. Furthermore, they are willing to pay more for safe food products.

Frequent food safety incidents have increased Chinese consumers’ concerns about food quality and safety, which has resulted in an expansion of the safe food market, a segment that includes hazard-free, green and organic food.

This paper, by Rongduo Liu and colleagues at the University of Ghent in Belgium and published in the journal, Food Control, evaluates Chinese consumers’ decision-making processes in relation to safe food. It specifically focuses on consumers’ use of and trust in information about safe food and their knowledge, attitudes and behaviour towards safe food.

The implications of this review for the food industry, food policy decision-makers and future scientific research are discussed in the paper.