Rongduo Liua, Zuzanna Pieniaka, Wim Verbekea
Frequent food safety incidents have increased Chinese consumers' concerns about food quality and safety. This has resulted in an expansion of the safe food market, a segment that includes hazard free, green and organic food. This paper evaluates Chinese consumers' decision-making processes in relation to safe food. It specifically focuses on consumers' use of and trust in information about safe food and their knowledge, attitudes and behaviour towards safe food. The findings show that Chinese consumers have a high awareness of safe food but limited knowledge about the concept of safe food, low recognition of the relevant labels and limited ability to identify safe food. Despite limited knowledge about safe food, Chinese consumers generally hold positive attitudes towards it, particularly with regard to its safety, quality, nutrition and taste. They are willing to pay more for safe food products. The implications of this review for the food industry, food policy decision makers and future scientific research are discussed.