Mediating Roles of Perceived Quality and Perceived Behaviour Control in Shaping Chinese Consumer's Purchase Intention for Domestic Infant Milk Formula (IMF)

The 2008 melamine crisis led to widespread consumer distrust of Chinese domestic infant milk formula (IMF), which was substituted through a surge of imported products. Recent studies, however, suggest a revival in consumer confidence in Chinese domestic products and regulatory supervision. This coincides with a rise in consumer ethnocentrism and increased concern about foreign IMF, which arose during the COVID-19 pandemic. This study aims to investigate the multifaceted factors that influence consumers' intention to purchase domestic IMF, using a structural equation model based on a survey of 563 online consumers. Our findings challenge conventional thinking that food safety governance, consumer ethnocentrism, and COVID-19 have no significant direct impact on IMF purchase decisions. Instead, consumer purchase intentions are driven more indirectly by mediating factors of perceived product quality and perceived behavioural control. The findings have significant implications for Chinese policymakers and industry stakeholders seeking to rebuild trust and strengthen the market position of domestic IMF in the post-melamine and post-pandemic era. By understanding the nuanced dynamics and consumer preferences in this market, international stakeholders can also develop more effective strategies to navigate and compete in the ever-evolving landscape of the Chinese IMF industry.

Product Factors Affecting Milk Choices among Chinese Older Adults

In China, milk is promoted both as an optimal food and gift for older adults. To understand the product factors affecting older Chinese adult milk choices, choice simulations and surveys were conducted in Beijing, Shanghai, Guangzhou, Chengdu, and Shenyang, China. Participants (n = 1000, aged 45-55 years old and 65-75 years old) were asked to choose one milk product out of eight alternatives for self-consumption and gifting, respectively, and to indicate product factors under their considerations. Results showed that, for self-consumption, the top four most popular milk products (two with domestic brands and two with international brands) were chosen by 84.9% of the participants. Females and younger participants were more open to international brands than their counterparts. Popular milk products differed across cities, potentially due to brand familiarity. Brand (85.9%), on-the-pack, nutrition-related well-being messaging (72.9%), price (63.1%), shelf-life (63.0%), and production date (57.6%) were the most frequently reported product factors considered when choosing milk. More males considered price than females (66.9% vs. 60.0%, p = 0.02). Female and older participants showed greater concern for certain detailed product factors, such as production date and shelf-life, than their counterparts. Variation across cities was limited, with participants in Chengdu and Shenyang showing less concern for certain product factors such as on-the-pack, certificate-related well-being messaging. When milk products were chosen as a gift, although overall milk choice ranking remained similar, package style received increased attention (32.0% vs. 40.8%, p < 0.01), whilst all other product factors, especially price (63.1% vs. 49.5%, p < 0.01), were considered by significantly fewer participants. These findings provide valuable marketing insights, helping to understand consumer preferences and considerations in the process of milk purchase decision-making.

Dairy purchase behaviors: Increasing understanding of Chinese consumers using a consumer involvement segmentation approach

Understanding consumers' purchase behaviors is fundamental to the success of the dairy industry. With its economic importance, the Chinese market is critical to dairy producers in most countries around the world. However, understanding consumers in this market is particularly challenging, as these consumers often have a different relationship with dairy products than consumers elsewhere in the world, given the country's historical dairy-related scandals. This special relationship can be characterized by what consumer behavior researchers call "high involvement," indicating that Chinese dairy consumers often attempt to reduce the level of risk associated with buying dairy products. Surprisingly, although this relationship affects several important aspects of purchase behavior, examination of the concept of involvement in the dairy sector has not been widely considered. Of note, there is no understanding of how Chinese consumers vary in their involvement levels and their implications on their dairy purchase behaviors. Nor have there been involvement-based insights provided on how dairy companies can position their marketing strategy to suit the needs of these consumers better. Thus, this study proposes a new approach to understanding Chinese consumer dairy decisions by introducing "consumer involvement" as a segmentation tool through which individuals' behaviors can be predicated according to their involvement profile. Based on an online survey administered in Shanghai using 1,073 dairy consumers, principal component analysis confirmed involvement with dairy is a multidimensional construct with the following 4 factors: pleasure value, symbolic value, risk importance, and risk probability. A 2-step cluster analysis identified 4 consumer clusters based on their involvement profile: face-concerned dairy lover, carefree dairy consumer, cautious dairy lover, and confused dairy consumer. According to a one-way ANOVA test and cross-tabulation with χ2 test, these consumer segments behave differently in relation to the extensiveness of decision making, cue utilization, trust of information sources, and consumption behavior. The outcomes in this paper further explain why efforts to restore consumer trust for dairy products do not work among some consumers, as individuals may exhibit diverse attitudes toward such information due to their heterogeneous involvement levels. The study also provides suggestions for market practitioners and organizations to develop effective target market strategies and policies according to different consumer clusters.

Chinese Consumers’ Trust in Food Safety Surveillance Sampling of Commonly Consumed Foods

In China, food has become safer over the past five years, especially commonly consumed foods. Food supervision sampling has played an important role in improving food safety. However, consumer acceptance of the results of food safety supervision have not kept pace. Communicating actual food safety risks to consumers and improving the public trust in food safety supervision sampling inspection has become an important issue. This study focused on food safety surveillance sampling of commonly consumed foods. In total, 4408 adult consumers were surveyed between August and October 2021. Structural equation modeling was performed for data analysis. This study found significant differences along gender lines and across different cities and levels of education with respect to evaluating competence trust and care trust on food supervision sampling inspection. This study identified the public’s competence trust, care trust, and perception of food safety as factors that significantly affect one’s attitude toward supervision sampling inspection. Care trust showed a more pronounced effect on trust enhancement than competence trust. The present study also provides some practical measures for food safety supervisors to improve public trust in the national food inspection. Specifically, the sampling process should be open and transparent.

Citizen Characteristics and Their Participation in Food Safety Social Co-governance: Public Health Implications

Objective: Given that positive psychological capital motivates citizens to actively participate in social affairs, this study aims to provide insight into food safety risk management in China by empirically determining which individual characteristics are associated with positive psychological capital for actively participating in social co-governance.

Methods: A questionnaire-based survey was undertaken between December 5 and 10, 2020. The study participants were residents of Wuxi in China over the age of 18 years. A validated and pretested questionnaires was used to elicit responses with the participants. Student's t-test and one-way analysis of variance were performed to determine which individual characteristics are significantly correlated with the psychological capital of citizens who participate in co-governance. Post-hoc multiple comparisons were performed for each individual characteristic with a significant correlation to determine which categories of these characteristics yielded the significant differences. Study data were analyzed using IBM SPSS Statistics 24.0.

Results: A total of 752 completed responses were received. Most respondents were females (52.39%), aged 26–45 (66.09%), married (70.48%), company employees (44.28%), and in good health (89.76%). Most had a household size of 3 (55.98%), a bachelor's degree (40.96%), a personal annual income of more than 100,000 yuan (26.46%), and no children aged under 18 (50.27%) or pregnant women (93.22%) in their households. Data analysis indicated that education, income, and health status significantly associate with the psychological capital of citizens to participate in co-governance. Citizens with high education, high income, and good health status have higher psychological capital to participate in co-governance.

Conclusion: The present study suggested citizens are likely to actively participate in food safety social co-governance only when they have at least one of the following three characteristics: (1) higher than average income in their city of residence; (2) a bachelor's degree or higher education; or (3) good health. Therefore, motivating citizens to participate in co-governance is a long-term process in China. The fundamental strategy is to increase the income of citizens, especially among low-income groups, promote education to improve the food safety literacy of the public, and improve sanitation and public health.

Consumer Trust in Food and the Food System: A Critical Review

Increased focus towards food safety and quality is reshaping food purchasing decisions around the world. Although some food attributes are visible, many of the attributes that consumers seek and are willing to pay a price premium for are not. Consequently, consumers rely on trusted cues and information to help them verify the food quality and credence attributes they seek. In this study, we synthesise the findings from previous research to generate a framework illustrating the key trust influencing factors that are beyond visual and brand-related cues. Our framework identifies that consumer trust in food and the food system is established through the assurances related to individual food products and the actors of the food system. Specifically, product assurance builds consumer trust through food packaging labels communicating food attribute claims, certifications, country or region of origin, and food traceability information. In addition, producers, processors, and retailers provide consumers with food safety and quality assurances, while government agencies, third-party institutions, advocacy groups, and the mass media may modify how labelling information and food operators are perceived by consumers. We hope our framework will guide future research efforts to test these trust factors in various consumer and market settings.

Consumer trust in the dairy value chain in China: The role of trustworthiness, the melamine scandal, and the media

This study provides a deep insight into Chinese consumer trust in the Chinese dairy value chain, as a lack of trust due to the 2008 melamine scandal has been widely recognized as a barrier to the development of the domestic dairy industry in China. Based on face-to-face interviews with 954 Chinese consumers in Beijing, Shanghai, and Shijiazhuang, this study measured consumer trust in farmers, manufacturers, retailers, the government, and third parties. Consumer trust was studied by measuring the effect of beliefs on the trustworthiness of actors (i.e., competence, benevolence, integrity, credibility, and openness), and current experiences regarding the melamine scandal and the media. The results showed that the level of trust in dairy chain actors varied. The government and third parties were relatively highly trusted, whereas retailers were considered less trustworthy. The importance of consumer beliefs about trustworthiness are different among actors. Consumer belief of competence determines trust in farmers and manufacturers. For retailers, the government, and third parties, respectively, benevolence, credibility, and openness are the most important factors. Trust in dairy chain actors is still strongly negatively affected by current experiences regarding the melamine scandal, even though it occurred more than 10 years ago. Using social media to directly provide more information and establish continuous daily communication with consumers could help manufacturers and third parties to strengthen consumer trust.

Uma abordagem dos ensaios in vitro para estimar a absorção dos minerais em fórmulas infantis

Resumo A fórmula infantil é a opção de alimento mais recomendada quando a amamentação não é possível. Para o melhor entendimento do comportamento gastrointestinal e da absorção dos nutrientes presentes nas fórmulas infantis, realizam-se estudos que simulam os processos de digestão. Este trabalho teve como objetivo discutir a evolução das fórmulas infantis com foco na avaliação da absorção de Ca, Cu, Fe, K, Mg, Mn, P e Zn, identificando métodos disponíveis para a avaliação de bioacessibilidade e de biodisponibilidade, de forma a melhor entender a absorção desses nutrientes. Para isto, foi realizada uma revisão bibliográfica sobre fórmulas infantis e os métodos in vitro mais utilizados no estudo de minerais, com foco no consumo, na qualidade e nos aspectos tecnológicos. Foi constatada uma tendência mundial no aumento do consumo de fórmulas infantis e verificou-se que estudos de biodisponibilidade e bioacessibilidade de minerais, mesmo que ainda escassos, colaboram para a evolução e o desenvolvimento deste produto, visando a uma aproximação com a composição do leite materno. A pesquisa mostrou que a composição da fórmula infantil vem sendo constantemente aperfeiçoada por revisões das legislações e pela indústria, e que, para a obtenção de uma fórmula infantil com alta capacidade de absorção de nutrientes, devem ser realizados estudos de bioacessibilidade e/ou de biodisponibilidade, pois estes estudos possibilitam uma melhor compreensão da influência dos diferentes ingredientes na absorção dos nutrientes. Os estudos também mostraram que, para uma ingestão mais equilibrada, nas diferentes fases do lactente, são necessárias diferentes composições dos nutrientes nas fórmulas infantis.

Opportunities for fraudsters: When would profitable milk adulterations go unnoticed by common, standardized FTIR measurements?

Milk is regarded as one of the top food products susceptible to adulteration where its valuable components are specifically identified as high-risk indicators for milk fraud. The current study explores the impact of common milk adulterants on the apparent compositional parameters of milk from the Dutch market as measured by standardized Fourier transform infrared (FTIR) spectroscopy. More precisely, it examines the detectability of these adulterants at various concentration levels using the compositional parameters individually, in a univariate manner, and together in a multivariate approach. In this study we used measured boundaries but also more practical variance-adjusted boundaries to set thresholds for detection of adulteration. The potential economic impact of these adulterations under a milk payment scheme is also evaluated. Twenty-four substances were used to produce various categories of milk adulterations, each at four concentration levels. These substances comprised five protein-rich adulterants, five nitrogen-based adulterants, seven carbohydrate-based adulterants, six preservatives and water, resulting in a set of 360 samples to be analysed. The results showed that the addition of protein-rich adulterants, as well as dicyandiamide and melamine, increased the apparent protein content, while the addition of carbohydrate-based adulterants, whey protein isolate, and skimmed milk powder, increased the apparent lactose content. When considering the compositional parameters univariately, especially protein- and nitrogen-based adulterants did not raise a flag of unusual apparent concentrations at lower concentration levels. Addition of preservatives also went unnoticed. The multivariate approach did not improve the level of detection. Regarding the potential profit of milk adulteration, whey protein and corn starch seem particularly interesting. Combining the artificial inflation of valuable components, the resulting potential profit, and the gaps in detection, it appears that the whey protein isolates deserve particular attention when thinking like a criminal.

Prevalence of Milk Fraud in the Chinese Market and its Relationship with Fraud Vulnerabilities in the Chain

This study aimed to assess the prevalence of ultra-high-temperature (UHT) processed milk samples suspected of being adulterated on the Chinese market and, subsequently, relate their geographical origin to the earlier determined fraud vulnerability. A total of 52 UHT milk samples purchased from the Chinese market were measured to detect possible anomalies. The milk compositional features were determined by standardized Fourier transform-infrared spectroscopy, and the detection limits for common milk adulterations were investigated. The results showed that twelve of the analysed milk samples (23%) were suspected of having quality or fraud-related issues, while one sample of these was highly suspected of being adulterated (diluted with water). Proportionally, more suspected samples were determined among milks produced in the Central-Northern and Eastern areas of China than in those from the North-Western and North-Eastern areas, while those from the South were in between. Combining the earlier collected results on fraud vulnerability in the Chinese milk chains, it appears that increased fraud prevalence relates to poorer business relationships and lack of adequate managerial controls. Since very few opportunities and motivations differ consistently across high and low-prevalence areas, primarily the improvement of control measures can help to mitigate food fraud in the Chinese milk supply chains.

The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder

Infant milk powder has always been one of the food categories most sensitive to safety reputation information. The safety reputation of Chinese infant milk powder has been seriously damaged due to the occurrence of safety accidents and the resulting consumers’ still-unrestored confidence is an important factor which restricts the dairy industry revitalization. Therefore, this paper analyzes the impact of reputation information on the formation of safety trust in Chinese infant milk powder, taking reputation information transmission as the starting point and consumer psychological perception as the researching perspective. A questionnaire survey was conducted and 685 valid questionnaires were collected. The structural equation model is adopted to verify the theoretical model and corresponding research hypothesis that reputation information affects the safety trust of Chinese infant milk powder. The reputation information transmitted between relatives and friends has a stronger effect on the formation of safety trust in Chinese infant milk powder than the media. The degree of media pursuit of “news effect” and negative word-of-mouth have a significant negative impact on the formation of safety trust in Chinese infant milk powder, while reputation quality, positive word-of-mouth and relationship strength have a significant positive impact on that. The quality of word-of-mouth perceived by consumers from highly involvement group, rational group, urban group and high-educated group has a stronger influence on the formation of safety trust. The degree of media pursuit of “news effect”, positive word-of-mouth, negative word-of-mouth and relationship strength perceived by consumers from low involvement group, emotional group, rural group and low-educated group have stronger influence on the formation of safety trust.

Traceability: Perception and attitudes of artisanal cheese producers in Brazil

This study aimed to evaluate the perceptions and attitudes of artisanal cheese producers (n = 40) in Brazil regarding the implementation of traceability. A questionnaire consisting of 16 statements using a 5-point Likert scale was applied, and descriptive statistics and factor analysis were used for data analysis. The implementation of a traceability system can reduce the number of consumer complaints and the loss of products, in addition to increasing supplier control and process safety, thus protecting health and increasing consumer confidence. However, we did not find consensus on the relationship between implementation of a traceability system and rapid recalls in crisis episodes, or on the reduction in recalls and their negative impact on consumers. Because of the costs that drive implementation of this technology, some artisanal cheese producers do not consider a traceability system as a current reality to monitor their production. We concluded that Brazilian artisanal cheese producers have limited awareness of the impact of traceability implementation, which restricts investments in the system.