Advanced search
1 file | 368.39 KB Add to list

General image of and beliefs about European food in two mainland Chinese cities Shanghai and Xi'an

Ou Wang (UGent) , Xavier Gellynck (UGent) and Wim Verbeke (UGent)
(2015) BRITISH FOOD JOURNAL. 117(5). p.1581-1595
Author
Organization
Abstract
Purpose - The purpose of this paper is to provide a picture of the current image and consumer beliefs of European food in mainland Chinese consumers' minds. Design/methodology/approach - A web-based survey was conducted for data collection in December 2013 with 541 participants from two Chinese cities: Shanghai and Xi'an. The participants reported about the image of European food and characterized European food according to 14 items for product-related beliefs and 18 items for perceived profiles. Descriptive analysis, cluster analysis and partial least squares regression were employed for data analyses. Findings - Findings show that European food has a unanimously positive image among mainland Chinese consumers. Three consumer segments were distinguished based on attribute beliefs about European food: a positive-beliefs segment, a negative-beliefs segment and an unfamiliar segment. The characteristics of typical European food consumers were high income, having long overseas experience, having visited Europe or living in a big and developed city. In addition, "safe" and "upscale" were the most important attribute beliefs driving mainland Chinese consumers to have a positive image of European food; while "unfamiliar" and "sweet" were the most negative drivers of European food's image. Originality/value - This is the first study to present information about consumer beliefs, general image and consumer segments in relation to European food in mainland China. These insights can help European food marketers to better understand mainland Chinese consumers and the current image of their products in mainland China so that they can develop effective marketing strategies for this huge and potential food market.
Keywords
European food, Product image, Mainland China, CONSUMERS, PRODUCTS, PREFERENCES, COUNTRIES, ATTITUDES, BEHAVIOR, MOTIVES, CHOICE, Consumer beliefs

Downloads

  • (...).pdf
    • full text
    • |
    • UGent only
    • |
    • PDF
    • |
    • 368.39 KB

Citation

Please use this url to cite or link to this publication:

MLA
Wang, Ou, Xavier Gellynck, and Wim Verbeke. “General Image of and Beliefs About European Food in Two Mainland Chinese Cities Shanghai and Xi’an.” BRITISH FOOD JOURNAL 117.5 (2015): 1581–1595. Print.
APA
Wang, O., Gellynck, X., & Verbeke, W. (2015). General image of and beliefs about European food in two mainland Chinese cities Shanghai and Xi’an. BRITISH FOOD JOURNAL, 117(5), 1581–1595.
Chicago author-date
Wang, Ou, Xavier Gellynck, and Wim Verbeke. 2015. “General Image of and Beliefs About European Food in Two Mainland Chinese Cities Shanghai and Xi’an.” British Food Journal 117 (5): 1581–1595.
Chicago author-date (all authors)
Wang, Ou, Xavier Gellynck, and Wim Verbeke. 2015. “General Image of and Beliefs About European Food in Two Mainland Chinese Cities Shanghai and Xi’an.” British Food Journal 117 (5): 1581–1595.
Vancouver
1.
Wang O, Gellynck X, Verbeke W. General image of and beliefs about European food in two mainland Chinese cities Shanghai and Xi’an. BRITISH FOOD JOURNAL. 2015;117(5):1581–95.
IEEE
[1]
O. Wang, X. Gellynck, and W. Verbeke, “General image of and beliefs about European food in two mainland Chinese cities Shanghai and Xi’an,” BRITISH FOOD JOURNAL, vol. 117, no. 5, pp. 1581–1595, 2015.
@article{5994220,
  abstract     = {Purpose - The purpose of this paper is to provide a picture of the current image and consumer beliefs of European food in mainland Chinese consumers' minds. 
Design/methodology/approach - A web-based survey was conducted for data collection in December 2013 with 541 participants from two Chinese cities: Shanghai and Xi'an. The participants reported about the image of European food and characterized European food according to 14 items for product-related beliefs and 18 items for perceived profiles. Descriptive analysis, cluster analysis and partial least squares regression were employed for data analyses. 
Findings - Findings show that European food has a unanimously positive image among mainland Chinese consumers. Three consumer segments were distinguished based on attribute beliefs about European food: a positive-beliefs segment, a negative-beliefs segment and an unfamiliar segment. The characteristics of typical European food consumers were high income, having long overseas experience, having visited Europe or living in a big and developed city. In addition, "safe" and "upscale" were the most important attribute beliefs driving mainland Chinese consumers to have a positive image of European food; while "unfamiliar" and "sweet" were the most negative drivers of European food's image. 
Originality/value - This is the first study to present information about consumer beliefs, general image and consumer segments in relation to European food in mainland China. These insights can help European food marketers to better understand mainland Chinese consumers and the current image of their products in mainland China so that they can develop effective marketing strategies for this huge and potential food market.},
  author       = {Wang, Ou and Gellynck, Xavier and Verbeke, Wim},
  issn         = {0007-070X},
  journal      = {BRITISH FOOD JOURNAL},
  keywords     = {European food,Product image,Mainland China,CONSUMERS,PRODUCTS,PREFERENCES,COUNTRIES,ATTITUDES,BEHAVIOR,MOTIVES,CHOICE,Consumer beliefs},
  language     = {eng},
  number       = {5},
  pages        = {1581--1595},
  title        = {General image of and beliefs about European food in two mainland Chinese cities Shanghai and Xi'an},
  url          = {http://dx.doi.org/10.1108/BFJ-07-2014-0232},
  volume       = {117},
  year         = {2015},
}

Altmetric
View in Altmetric
Web of Science
Times cited: