How can trade partners be chosen when facing food scandals? China's milk scandal as a natural experiment

Using China's milk scandal as a natural experiment, this paper explores whether the countries of origin and export destinations have the same responses to the original country's food scandal. Our difference‐in‐difference estimation shows that the outbreak of China's milk scandal had asymmetric impacts on China's total imports (increased by 23.4%) and exports (sharply dropped by 65.8%). The results further show that China's milk scandal contributed to import increases from European and Oceanian countries. Moreover, China's milk scandal worsened exports, mainly those going to neighbouring Asian regions but increased exports to Oceania. A product quality index is constructed to explain this finding. Intuitively, consumers' perceived quality of Chinese products declined, and they tended to consume products from other countries. The lower the product quality was with those in China, the lower the perceived quality and safety, thereby affecting demand. During the scandal, Chinese consumers tended to buy high‐quality dairy products from Europe and Oceania rather than the perceived unreliable dairy products produced by China or neighbouring countries. We conclude that product quality plays a key role in imports and exports when facing food scandals.