Communicating organic food quality in China: Consumer perceptions of organic products and the effect of environmental value priming

摘要: Abstract Consumers in emerging countries such as China play a crucial role for up-scaling improvements the environmental impact of food production. So far little research has explored Chinese consumer reactions to organic labels and whether inferences can be favorably influenced by communication efforts. An online experiment studied influence presence well priming values on fruit vegetable quality inferences. We find that consumers expect more expensive higher general compared conventional food, but we do not significantly health or taste products. When primed with values, strong express organically labeled food. The results indicate further efforts are needed strengthen quality, focus should given target group values.