Skip to main content

Consumers' perceptions of quality and safety for grape products: A case study in Zhejiang Province, China

Buy Article:

$54.08 plus tax (Refund Policy)

Abstract:

Purpose ‐ Chinese consumers have increased their consumption of grape products in recent years due to recognition of the nutritional value of grapes. At the same time, consumers are paying more attention to food safety because of the occasional occurrence of food safety scares. Based on a survey of consumers in Zhejiang, China, this paper aims to understand and provide information on consumers' perceptions of quality and safety for grape products, purchasing behavior, and willingness to pay (WTP) for grape products. Design/methodology/approach ‐ This paper presents the results of empirical research. The survey method was a direct (face-to-face) interview based on a standardized questionnaire. Consumers' perceptions of the quality and safety of grape products were examined, together with consumers' demographic characteristics. Findings ‐ The results indicate that quality and safety, rather than price, are considered the most important factors that affect consumers' purchasing decisions for grape products. Consumer's educational level, the average price of grapes and the perception of safety are the main factors that determine consumers' WTP for grape products. As price increases, the consumer's WTP for safe and high quality grapes decreases. Originality/value ‐ This research provides a chance to understand consumers' demand and WTP for the quality and safety of grape products in Zhejiang, China. Further understanding was gained regarding factors affecting consumers judging grape products, which in turn may influence their purchase decisions. The results also could guide grape growers to supply products that better meet consumers' needs. It is proposed that the Chinese government pay more attention to taking measures to improve the quality and safety of grape products.

Keywords: Attitude surveys; China; Consumer behaviours; Food products; Grape products; Perception; Quality and safety; Willingness to pay

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/00070701211273054

Publication date: October 19, 2012

mcb/070/2012/00000114/00000011/art00005
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more