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Chinese consumers’ willingness to pay for organic foods: a conceptual review

In: International Food and Agribusiness Management Review
Authors:
Rui Li Associate Professor, Department of Food Quality and Safety, FoShan University, XianXi Lakeside, DaLi, NanHai District, Foshan, Guangdong 528231, China P.R.
Associate Professor, South China Food Safety Research Center, Guang Dong Province, China P.R.

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Chien-Hsing Lee Assistant Professor, Department of Business Administration, Cheng Shiu University, Kaohsiung 83347, Taiwan.

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Yu-Ting Lin Assistant Professor, Department of Food & Beverage Management, Cheng Shiu University, Kaohsiung 83347, Taiwan.

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Chi-Wei Liu Graduate student, Graduate Institute of Management, Cheng Shiu University, Kaohsiung 83347, Taiwan.

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Open Access

China has become one of the largest food markets in the world. Alone with its rising market power, we conceptually review relevant literature to discuss important issues on Chinese consumers’ willingness to pay for organic foods. Important factors that might determine consumer willingness to pay were discussed (i.e. culture, demography, attitudinal factors, health consciousness, individual norms, consumer knowledge, food safety, environmental concern, animal welfare, purchasing power, nutritional value). We then put forward a prospect of the future research on consumers’ willingness to pay for organic foods in China and other developing countries. Practical and policy implications are also elaborated.

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