de Barcellos, Marcia Dutra7; Grunert, Klaus G.7; Yanfeng, Z.4; Sørensen, Bjarne Taulo8; Pedersen, Susanne7; Guang, H.6
Daniela Spanjaard, Sara Denize, Neeru Sharma
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Zhongshan University, School of Business,5 Department of Economics and Business Economics, Aarhus BSS, Aarhus University6 Guangdong University of Business Studies7 Department of Management, Aarhus BSS, Aarhus University8 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
This study investigates Chinese consumers' attitude towards different pig production systems by means of a conjoint analysis. While there has been a range of studies on western consumers' attitudes to various forms of food production, little is known about such attitudes in other cultural contexts. A cross-sectional survey was carried out in six Chinese cities and 473 valid questionnaires were obtained. Results indicate that Chinese consumers prefer industrial pig production systems, where traditional pig breeds are raised, over large-scale and small family farms. Farms with maximum attention to food safety which furthermore can provide lean meat with consistent quality are also preferred compared to farms that have less focus on food safety. Chinese consumers also rejected imported pig breeds and tasty but variable meat.