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dc.contributor.authorWang, Ouen_NZ
dc.contributor.authorGellynck, Xavieren_NZ
dc.contributor.authorVerbeke, Wimen_NZ
dc.date.accessioned2021-04-19T00:01:44Z
dc.date.available2021-04-19T00:01:44Z
dc.date.issued2015en_NZ
dc.identifier.citationWang, 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. https://doi.org/10.1108/BFJ-07-2014-0232en
dc.identifier.issn0007-070Xen_NZ
dc.identifier.urihttps://hdl.handle.net/10289/14242
dc.description.abstractPurpose 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.
dc.format.mimetypeapplication/pdf
dc.language.isoenen_NZ
dc.publisherEmerald Group Publishingen_NZ
dc.rights© [Copyright © 2015, Emerald Publishing Limited]. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher
dc.subjectScience & Technologyen_NZ
dc.subjectLife Sciences & Biomedicineen_NZ
dc.subjectAgricultural Economics & Policyen_NZ
dc.subjectFood Science & Technologyen_NZ
dc.subjectAgricultureen_NZ
dc.subjectConsumer beliefsen_NZ
dc.subjectProduct imageen_NZ
dc.subjectEuropean fooden_NZ
dc.subjectMainland Chinaen_NZ
dc.subjectCONSUMERSen_NZ
dc.subjectPRODUCTSen_NZ
dc.subjectPREFERENCESen_NZ
dc.subjectCOUNTRIESen_NZ
dc.subjectATTITUDESen_NZ
dc.subjectBEHAVIORen_NZ
dc.subjectMOTIVESen_NZ
dc.subjectCHOICEen_NZ
dc.titleGeneral image of and beliefs about European food in two mainland Chinese cities Shanghai and Xi'anen_NZ
dc.typeJournal Article
dc.identifier.doi10.1108/BFJ-07-2014-0232en_NZ
dc.relation.isPartOfBritish Food Journalen_NZ
pubs.begin-page1581
pubs.elements-id227224
pubs.end-page1595
pubs.issue5en_NZ
pubs.publication-statusPublisheden_NZ
pubs.volume117en_NZ
dc.identifier.eissn1758-4108en_NZ


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