Quest for social safety in imported foods in China: gatekeeper perceptions.
Concerns about food safety, and mistrust of food production systems within China, result in imported food products generally enjoying a higher reputation than locally produced food products. Findings from interviews of gatekeepers are discussed in relation to conspicuous consumption, social trust, and the symbolic value of foreign brands and production. The issue of social safety emerges as a dominant consideration in determining product choice. Culturally bound constructs are integrated with price-perceived value constructs in order to build a comprehensive model of social risk avoidance applicable to food channel gatekeepers in China.
Knight
John
J
Marketing Department, Otago School of Business, University of Otago, P.O. Box 56, Dunedin, New Zealand. jknight@business.otago.ac.nz
Gao
Hongzhi
H
Garrett
Tony
T
Deans
Ken
K
D002681:China; D003132:Commerce; D003258:Consumer Behavior; D005502:Food / Q000592:standards*; D019649:Food Industry / Q000458:organization & administration / Q000592:standards; D005515:Food Labeling; D005522:Food Services / Q000458:organization & administration; D010465:Perception; D012449:Safety; D035502:Trust