Green food is perceived by Chinese consumers as environmentally friendly and safe to consume. Through a Value-Attitude model, the paper examines the degree to which attitudes towards green food is determined by consumers’ values and their general attitudes towards environment and technology. The link between collectivism, attitudes towards environment and attitudes towards green food is the strongest one. Collectivism also influences attitudes towards technology, which in turn influence attitudes towards green food. However, the lack of significant relationship between individualism and attitudes towards technology points towards the belief of Chinese people that technology is a positive determinant of food safety, and that interest in technology steams from altruistic predispositions.
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40th Conference EMAC, European Marketing Academy, 2011