John Thøgersen

Is There a Stable Value Basis for Organic Food Consumption in China?

Publikation: KonferencebidragPaperForskningpeer review

  • John Thøgersen
  • Yanfeng Zhou, School of Business, Sun Yat-Sen University, Guangzhou, Kina
The objective this paper is to investigate whether a solid and stable value base exists in China for buying organic food, a western invention, and which values that might be. We study the stability of the value foundation for buying organic food in China by means of two surveys with ordinary Chinese consumers collected in 2009 (n = 529) and 2012 (n = 478) outside supermarkets in Guangzhou, China, selling organic food. Consistent with previous studies in Western countries, we find that the attitude towards buying organic vegetables is related to the value type Schwarz terms “Universalism” and when Universalism is controlled, no other values increases explained variance. The value-attitude and the attitude-behavior relationships for organic vegetables are significant at both times and are not significantly different between the two time points. However, contrary to what we expected, the studied behavior (purchase of organic vegetables) is significantly related to basic values only in 2009, but unrelated in 2012. We discuss the implications of these findings for the development of a sustainable consumption pattern in China and specifically for consumers adopting “green” solutions invented in the west, sometimes referred to as “green leap frogging”.
Antal sider16
StatusUdgivet - 2014
BegivenhedSecond Biennial Conference of the Global Research Forum on Sustainable Production and Consumption (GRF-SPaC): Global Transitions to Sustainable Production and Consumption Systems - Fudan University, Shanghai, Kina
Varighed: 8 jun. 201411 jul. 2014


KonferenceSecond Biennial Conference of the Global Research Forum on Sustainable Production and Consumption (GRF-SPaC)
LokationFudan University

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