Key values of Chinese consumers buying sustainable goods: the case of Green Food in Fuzhou

摘要: This research identifies the key individual values guiding choice of Chinese customers for Green Food. The work builds on literature sustainable consumption and role in explaining consumers’ buying behaviour. A questionnaire behaviour was administered to who buy Food Fuzhou, China. results indicated that well-being health respondents their closest relations were most important reasons Concern planet intergenerational solidarity less respondents. Lifestyle considerations did not seem play a role. In promotion main focus should be  health benefits; only limited group will responsive arguments favour Earth’s natural environment. present study specific city China buyers Future consider replication other cities inclusion non-buyers. Nevertheless, this offered some insights into rapidly expanding market contrast mature economies such as European Union USA, consumers are more concerned personal family environment at large. An unexpected result is  motives from existing reviewed light value orientation. Keywords: food consumption, Food, Research Hospitality Management 2012, 1(2): 65–73