Negative emotions, positive actions: Food safety and consumer intentions to purchase ethical food in China

Jin, H.; Lin, Z.; McLeay, F.

Abstract

Although ensuring food safety is still an urgent social issue in China, ethical consumption practices are relatively new, and ethical food is not widely consumed. Chinese consumers often face confusing information about a particular food product's safety and are concerned about the situation. Drawing upon stress coping theory, this study examines whether consumer confusion and negative emotions drive intentions to adopt ethical food. Data collected from a sample of 505 consumers were analyzed using structural equation modeling. The results show that consumer confusion has a significant impact on negative emotions, which in turn influence intentions to purchase ethical food products. This research advances the food preference literature by providing a new perspective on ethical consumption based on coping strategies. The findings are important for policymakers and business leaders seeking to develop and better promote safer and more ethical food programs in China.

Citation

Jin, H., Lin, Z., & McLeay, F. (2020). Negative emotions, positive actions: Food safety and consumer intentions to purchase ethical food in China. Food Quality and Preference, 85, Article 103981. https://doi.org/10.1016/j.foodqual.2020.103981

• Journal Article Type: Article
• Acceptance Date: May 14, 2020
• Online Publication Date: May 15, 2020
• Publication Date: Oct 31, 2020
• Deposit Date: May 14, 2020
• Publicly Available Date: May 15, 2021
• Journal: Food Quality and Preference
• Print ISSN: 0950-3293
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 85
• Article Number: 103981
• DOI: https://doi.org/10.1016/j.foodqual.2020.103981
• Keywords: Food safety, Consumer confusion, Negative emotion, Stress coping, Ethical consumption, China
• Public URL: https://durham-repository.worktribe.com/output/1302070