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Chinese consumers’ preferences for quality signals on fresh milk: Brand versus certification

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  • Yulian Ding
  • Michele M. Veeman

Abstract

This study examines the influences of brand and certification on Chinese consumers’ choices of fresh milk products. Specifically, we examine interrelationships between brand and certification for fresh milk and how trust and consumption habits affect consumers’ reactions to these different quality signals. Our results show that Chinese consumers tend to buy branded rather than unbranded fresh milk products and that fresh milk carrying quality certifications is also preferred. We find evidence of both substitution and complementary effects between brands and certifications. Results from a latent class model reveal three latent consumer groups for fresh milk: brand/certification seekers, price‐sensitive shoppers, and habitual buyers. Habitual buyers are loyal to the brand they most frequently purchase, whereas respondents who exhibit higher levels of trust and education are more likely to be brand/certification seekers. [EconLit Citations: Q13; D12].

Suggested Citation

  • Yulian Ding & Michele M. Veeman, 2019. "Chinese consumers’ preferences for quality signals on fresh milk: Brand versus certification," Agribusiness, John Wiley & Sons, Ltd., vol. 35(4), pages 593-609, October.
    • Handle: RePEc:wly:agribz:v:35:y:2019:i:4:p:593-609
    DOI: 10.1002/agr.21604
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    References listed on IDEAS

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    1. Yulian Ding & Michele M. Veeman & Wiktor L. Adamowicz, 2011. "Habit, BSE, and the Dynamics of Beef Consumption," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 59(3), pages 337-359, September.
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    Cited by:

    1. Giovanni Peira & Damiano Cortese & Giampiero Lombardi & Luigi Bollani, 2020. "Grass-Fed Milk Perception: Profiling Italian Consumer," Sustainability, MDPI, vol. 12(24), pages 1-13, December.
    2. Jin, Yu & Zhou, Jiehong & Ye, Juntao, 2023. "Value of certification in collective reputation crises: Evidence from Chinese dairy firms," Food Policy, Elsevier, vol. 121(C).
    3. Lin Bai & Zhanguo Zhu & Tong Zhang, 2021. "How to Improve Food Quality in the Domestic Market: The Role of “Same Line Same Standard Same Quality”—Evidence from a Consumer Choice Experiment in China," Sustainability, MDPI, vol. 13(10), pages 1-16, May.
    4. Nie, Wenjing & Abler, David & Li, Taiping, 2021. "Grading attribute selection of China's grading system for agricultural products: What attributes benefit consumers more?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 93(C).
    5. Zhu, Zhanguo & Zhang, Tong & Hu, Wuyang, 2023. "The accumulation and substitution effects of multi-nation certified organic and protected eco-origin food labels in China," Ecological Economics, Elsevier, vol. 203(C).

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