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Consumer attitudes to different pig production systems: a study from mainland China

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Abstract

In many countries consumers have shown an increasing interest to the way in which food products are being produced. This study investigates Chinese consumers’ attitudes 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 the level of Chinese consumers’ attitudes. A cross-sectional survey was carried out with 472 participants in 6 Chinese cities. 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. Imported pig breeds and tasty but variable meat were rejected. A 3-cluster solution found that consumers from cluster 1 focus almost exclusively on the food safety aspect (food safety focused). Consumers from cluster 2 (indifferent) show weak overall attitudes to pig production systems in general. Cluster 3 (industrial production oriented) stands out by being very positive about industrial, large-size farms and consistent quality. From a Chinese consumer’s perspective, the industrial approach seems to represent values such as achievement and evolution, as well as quality and safety, since pig production is moving away from low-cost, low-quality, and low-safety family-scale systems. A complex set of rural and environmental development, quality aspects, and food safety measures are challenges that must be met by the stakeholders of pig production systems in China.

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Notes

  1. Data from local news, http://finance.sina.com.cn/china/dfjj/20071025/14564099797.shtml.

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Acknowledgments

The authors gratefully acknowledge the European Community financial participation under the Sixth Framework Programme for Research, Technological Development, and Demonstration Activities, for the Integrated Project Q-PORKCHAINS FOOD-CT-2007-036245. The views expressed in this publication are the sole responsibility of the author(s) and do not necessarily reflect the views of the European Commission. Neither the European Commission nor any person acting on behalf of the Commission is responsible for the use, which might be made of the information. The information in this document is provided as is and no guarantee or warranty is given that the information is fit for any particular purpose. The user thereof uses the information at its sole risk and liability.

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Correspondence to Marcia Dutra de Barcellos.

Appendices

Appendix 1: Attitude scale items

Attitude towards environment and nature (Dunlap et al. 2000)

  • Humans are severely abusing the environment

  • The balance of nature is strong enough to cope with the impacts of modern industrial nations (R)

  • The so-called “ecological crisis” facing humankind has been greatly exaggerated (R)

  • The earth is like a spaceship with very limited room and resources

  • If things continue on their present course, we will soon experience a major ecological catastrophe

Attitude towards technological progress (Hamstra 1991)

  • The degree of civilisation can be measured from the degree of technological development

  • New technological inventions and applications make up the driving force of progress of society

  • In (country) we are probably better off than ever thanks to the tremendous progress in technology

  • Throughout the ages, technological know-how has been the most important weapon in the struggle for life

  • Because of the development of the technology we will be able to face up to the problems of tomorrow’s society

Attitude towards food and environment (Lindeman and Väänänen 2000)

  • It is important that the food I eat on a typical day has been prepared in an environmentally friendly way

  • It is important that the food I eat on a typical day has been produced in a way which has not shaken the balance of nature

  • It is important that the food I eat on a typical day is packaged in an environmentally friendly way

Appendix 2: Pork product items

Fresh first cut

  • Lean meat

  • Side pork

  • Pork ribs

  • Offal

  • Trotters

Fresh minimally processed

  • Ground meat

  • Meat stuffing

  • Meatball

  • Seasoned pork

Further processed

  • Barbecued pork

  • Roast pork

  • Braised pork

  • Ham sausage

Pork-based dishes

  • Gravy pork noodles

  • Meat bun

  • Pork stuffing dumpling

  • Pork pie

Pork meat products

  • Preserved meat

  • Chinese sausage

  • Ham

  • Canned meat

  • Dried meat floss

  • Pork jerk

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de Barcellos, M.D., Grunert, K.G., Zhou, Y. et al. Consumer attitudes to different pig production systems: a study from mainland China. Agric Hum Values 30, 443–455 (2013). https://doi.org/10.1007/s10460-012-9416-4

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