IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i13p10505-d1186293.html
   My bibliography  Save this article

Urban Residents’ Green Agro-Food Consumption: Perceived Risk, Decision Behaviors, and Policy Implications in China

Author

Listed:
  • Jianying Xiao

    (School of Public Policy & Management, Digital Rural Service Research Center, China University of Mining and Technology, Xuzhou 221116, China
    The Research Center for Transition Development, Rural Revitalization of Resource-Based Cities in China, China University of Mining and Technology, Xuzhou 221116, China)

  • Qian Wang

    (School of Public Policy & Management, Digital Rural Service Research Center, China University of Mining and Technology, Xuzhou 221116, China)

  • Jinjin Dai

    (School of Public Policy & Management, Digital Rural Service Research Center, China University of Mining and Technology, Xuzhou 221116, China
    The Research Center for Transition Development, Rural Revitalization of Resource-Based Cities in China, China University of Mining and Technology, Xuzhou 221116, China)

  • Bin Yang

    (School of Public Policy & Management, Digital Rural Service Research Center, China University of Mining and Technology, Xuzhou 221116, China
    The Research Center for Transition Development, Rural Revitalization of Resource-Based Cities in China, China University of Mining and Technology, Xuzhou 221116, China)

  • Long Li

    (School of Public Policy & Management, Digital Rural Service Research Center, China University of Mining and Technology, Xuzhou 221116, China
    The Research Center for Transition Development, Rural Revitalization of Resource-Based Cities in China, China University of Mining and Technology, Xuzhou 221116, China)

Abstract

With the continuous improvement of living quality, food safety and healthy consumption awareness of urban residents have increased significantly. Green agricultural products marked as healthy, safe, and nutritious have become popular. At present, green agro-food is boosted by markets and policies in China, but consumers’ trust is not optimistic. Based on the theory of perceived risk and planned behavior, this research constructs a model to analyze the decision-making of urban residents’ green agricultural product consumption from the aspects of personal attitude, perceived risk, and subjective norm. Through a questionnaire survey of 329 residents in Tianjin, the empirical results show that: (1) Personal attitude and subjective norm positively affect residents’ willingness to consume. (2) Perceived risk negatively affects residents’ willingness to consume. (3) Functional risk has the highest impact, followed by time risk, financial risk, and psychological risk. In this regard, urban residents’ consumption of green agro-food could be continuously explored and promoted from the aspects of traceability supervision, circulation efficiency, and product brand and publicity.

Suggested Citation

  • Jianying Xiao & Qian Wang & Jinjin Dai & Bin Yang & Long Li, 2023. "Urban Residents’ Green Agro-Food Consumption: Perceived Risk, Decision Behaviors, and Policy Implications in China," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:13:p:10505-:d:1186293
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/13/10505/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/13/10505/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Beibei Yue & Guanghua Sheng & Shengxiang She & Jiaqi Xu, 2020. "Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity," Sustainability, MDPI, vol. 12(5), pages 1-16, March.
    2. Mortimer, Gary & Fazal-e-Hasan, Syed Muhammad & Grimmer, Martin & Grimmer, Louise, 2020. "Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Martina Zámková & Stanislav Rojík & Ladislav Pilař & Martina Chalupová & Martin Prokop & Radek Stolín & Paweł Dziekański & Mansoor Maitah, 2021. "Customer Preferences for Organic Agriculture Produce in the Czech Republic: 2016 and 2019," Agriculture, MDPI, vol. 11(10), pages 1-16, October.
    4. Carola Grebitus & Jerome Dumortier, 2016. "Effects of Values and Personality on Demand for Organic Produce," Agribusiness, John Wiley & Sons, Ltd., vol. 32(2), pages 189-202, April.
    5. Dong, Xuemei & Jiang, Baichen & Zeng, Hui & Kassoh, Fallah Samuel, 2022. "Impact of trust and knowledge in the food chain on motivation-behavior gap in green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    6. Anxin Xu & Chenwen Wei & Manhua Zheng & Lili Sun & Decong Tang, 2022. "Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis," Sustainability, MDPI, vol. 14(22), pages 1-17, November.
    7. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    8. Mengmeng Wang & Xue Fan, 2021. "An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    9. Rebecca L. C. Taylor, 2020. "A Mixed Bag: The Hidden Time Costs of Regulating Consumer Behavior," Journal of the Association of Environmental and Resource Economists, University of Chicago Press, vol. 7(2), pages 345-378.
    10. Francesco Testa & Silvia Sarti & Marco Frey, 2019. "Are green consumers really green? Exploring the factors behind the actual consumption of organic food products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(2), pages 327-338, February.
    11. Jianying Xiao & Yan Song & Heyuan You, 2020. "Explaining Peasants’ Intention and Behavior of Farmland Trusteeship in China: Implications for Sustainable Agricultural Production," Sustainability, MDPI, vol. 12(14), pages 1-17, July.
    12. Rousseau, Sandra & Vranken, Liesbet, 2013. "Green market expansion by reducing information asymmetries: Evidence for labeled organic food products," Food Policy, Elsevier, vol. 40(C), pages 31-43.
    13. Niko Wojtynia & Jerry van Dijk & Marjolein Derks & Peter W. G. Groot Koerkamp & Marko P. Hekkert, 2021. "A new green revolution or agribusiness as usual? Uncovering alignment issues and potential transition complications in agri-food system transitions," Post-Print hal-03893991, HAL.
    14. Saeed Siyal & Munawar Javed Ahmed & Riaz Ahmad & Bushra Shahzad Khan & Chunlin Xin, 2021. "Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge," IJERPH, MDPI, vol. 18(20), pages 1-22, October.
    15. Jie Yin & Youcheng Chen & Yingchao Ji, 2021. "Effect of the event strength of the coronavirus disease (COVID‐19) on potential online organic agricultural product consumption and rural health tourism opportunities," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(5), pages 1156-1171, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Baichen Jiang & Fallah Samuel Kassoh, 2022. "A Comparative Study of High-Quality Broiler Purchase Behavior between Chinese and Sierra Leonean Consumers: The Moderating Role of Uncertainty Avoidance," Sustainability, MDPI, vol. 15(1), pages 1-25, December.
    2. Charalampia N. Anastasiou & Kiriaki M. Keramitsoglou & Nikos Kalogeras & Maria I. Tsagkaraki & Ioanna Kalatzi & Konstantinos P. Tsagarakis, 2017. "Can the “Euro-Leaf” Logo Affect Consumers’ Willingness-To-Buy and Willingness-To-Pay for Organic Food and Attract Consumers’ Preferences? An Empirical Study in Greece," Sustainability, MDPI, vol. 9(8), pages 1-17, August.
    3. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    4. Daoyan Guo & Xinping Wang & Taozhu Feng & Shuai Han, 2022. "Factors Influencing the Waste Separation Behaviors of Urban Residents in Shaanxi Province during the 14th National Games of China," IJERPH, MDPI, vol. 19(7), pages 1-14, April.
    5. Dongming Wu & Liukai Yu & Qianqian Zhang & Yangyang Jiao & Yuhe Wu, 2021. "Materialism, Ecological Consciousness and Purchasing Intention of Electric Vehicles: An Empirical Analysis among Chinese Consumers," Sustainability, MDPI, vol. 13(5), pages 1-19, March.
    6. Magdalena Grębosz-Krawczyk & Agnieszka Zakrzewska-Bielawska & Sylwia Flaszewska, 2021. "From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention," Energies, MDPI, vol. 14(18), pages 1-17, September.
    7. Salem, Mohammed Z. & Ertz, Myriam & Sarigӧllü, Emine, 2021. "Demarketing strategies to rationalize electricity consumption in the Gaza Strip-Palestine," Renewable and Sustainable Energy Reviews, Elsevier, vol. 143(C).
    8. Nagarajan Shanmugavel & Rema Rajendran, 2022. "Adoption of Rainwater Harvesting: a Dual-factor Approach by Integrating Theory of Planned Behaviour and Norm Activation Model," Water Resources Management: An International Journal, Published for the European Water Resources Association (EWRA), Springer;European Water Resources Association (EWRA), vol. 36(8), pages 2827-2845, June.
    9. Siqi Dai & Kai Chen & Rui Jin, 2022. "The effect of message framing and language intensity on green consumption behavior willingness," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(2), pages 2432-2452, February.
    10. Fagang Hu & Shufen Zhang & Yaliu Yang & Kun Wang, 2023. "Analysis of Consumers’ Green Consumption Behavior against the Background of “Carbon Peak, Carbon Neutrality”—Based on Survey Data from Anhui Province," Sustainability, MDPI, vol. 15(16), pages 1-19, August.
    11. Jessica Müller & Ángel Acevedo-Duque & Sheyla Müller & Prateek Kalia & Khalid Mehmood, 2021. "Predictive Sustainability Model Based on the Theory of Planned Behavior Incorporating Ecological Conscience and Moral Obligation," Sustainability, MDPI, vol. 13(8), pages 1-16, April.
    12. Passarelli, Mariacarmela & Bongiorno, Giuseppe & Cucino, Valentina & Cariola, Alfio, 2023. "Adopting new technologies during the crisis: An empirical analysis of agricultural sector," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    13. Shanmugavel, Nagarajan & Balakrishnan, Janarthanan, 2023. "Influence of pro-environmental behaviour towards behavioural intention of electric vehicles," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    14. Ahsan Akbar & Saqib Ali & Muhammad Azeem Ahmad & Minhas Akbar & Muhammad Danish, 2019. "Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia," IJERPH, MDPI, vol. 16(20), pages 1-20, October.
    15. Hafiza Sobia Tufail & Rana Muhammad Shahid Yaqub & Sidra Ramzan & Fahad Javed Baig, 2022. "To Buy Or Not To Buy? Consumers’ Purchase Intention Toward Suboptimal Food In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 11(2), pages 93-103, June.
    16. Mark Anthony Camilleri & Livio Cricelli & Roberto Mauriello & Serena Strazzullo, 2023. "Consumer Perceptions of Sustainable Products: A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-18, June.
    17. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    18. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    19. Maria Teresa Trentinaglia De Daverio & Teresina Mancuso & Massimo Peri & Lucia Baldi, 2020. "How Does Consumers’ Care for Origin Shape Their Behavioural Gap for Environmentally Friendly Products?," Sustainability, MDPI, vol. 13(1), pages 1-19, December.
    20. Helen X. H. Bao & Yuna Song, 2022. "Improving Food Security through Entomophagy: Can Behavioural Interventions Influence Consumer Preference for Edible Insects?," Sustainability, MDPI, vol. 14(7), pages 1-19, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:13:p:10505-:d:1186293. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.