consumption of organic food in china yuhui qiao china agricultural university 2014.11.16
TRANSCRIPT
consumption of organic food in China
Yuhui Qiao
China Agricultural University2014.11.16
1. The status and development trend 2013
Rank 5th of the world (37.5million ha in the world) 0.95% of national agricultural cultivated area
Valid Certificates
Certified Enterprises
Organic area [Mio ha]
Wild Collection [Mio ha]
9957 6051 1.287 1.435
2. The market and trade
The output value:81.68 billion RMB, by the end of
2013
Sales : 200-300 million RMB (30-50 million USD)
the 4th organic food consumption country (US,
Germany, France)
0.29-0.44% of the food consumption market in China
2013The main export market: Europe & America
Organic products market patternMain markets in large cities of：Beijing ， Shanghai, Guangzhou, Nanjing, Chengdu, Shenzhen etc.
Main organic products：Rice, vegetable, grain and oil, meat products, eggs, milk and tea
Main sources：Vegetables from suburb, mainly with home delivery and organic store
Grains and oil mainly from northeast and northwest from supermarkets
Meat and eggs mainly from local products
Tea from southeast area
Milk mainly from Inner Mongolia and Xinjiang
Where to buy organic products?
Supermarkets
organic or healthy food store
Home delivery from farm
Internet
fair
（ Han Zhanbin ， 2012 ）
Consumers awareness of organic products
Food safety Awareness of organic products
Survey in Beijing and Wuhan 519 samples
Organic labeling
Consumers behavior of organic products
Trust on Organic products
（ Han Zhanbin ， 2012 ）
Consumers behavior of organic products
Ways to know organic products
Organic rice Price: 5 times 52% vs 48%
Consumption of organic products
Impact factors to buy organic products
Impact factors Consumers buy difference probability
consumers
Education 13%
Income 20.3%
awareness 11.9%
age 14%
Organic products
Quality 20%
Brand 9%
Access(easy to buy) 13.14%
price 8.4%
（ Zou Weihua et al ， 2009 ）
Target consumers ： medium to high income young peopleOrganic stores: easy to accessProducts: quality and brand are more important
Main problems
Confusion of different safety food concepts
organic food, green food, hazard free food
Low awareness
benefit and how to distinguish
Low trust
bad image from public media, social environment
Ways to solve
Improve the quality and credibility of organic products
Build up trust (more communications like CSA)
Education of consumers to improve their awareness and
how to distinguish
The positive publicity through various media for good
image
THANK YOU