Consumers’ Responsiveness towards Contaminated Imported Cold Chain Seafood in China: Does Trust Matter?

DOI 機関リポジトリ (HANDLE) オープンアクセス
  • HUANG Sha
    College of Economics and Management, Shanghai Ocean University
  • CHEN Tinggui
    College of Economics and Management, Shanghai Ocean University Yangtze River Ecological Protection Strategy Research Center
  • 矢部 光保
    九州大学大学院農学研究院
  • 髙橋 義文
    九州大学大学院農学研究院

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説明

Food contamination enhances consumer risk perceptions of food, erodes consumer trust in government food information, and alters actual consumer purchasing behavior. Imported cold chain seafood has been contaminated by novel coronavirus. However, not enough attention has been paid to economic studies of consumers purchasing imported cold–chain seafood contaminated with novel coronavirus. Given consumers’ lack of trust in government information and the coexistence of food safety risk perceptions and their own risk preferences, we aimed to explore how Chinese consumers’ trust in government information, consumers’ perception of the food safety risk and their risk preferences affected consumers’ actual purchasing behavior. This study is to examine the combined effects of consumers’ trust in government information, risk perception, and risk preferences on actual purchasing behavior. In this study, 898 consumer questionnaires were collected online after an incident of contamination of imported cold–chain seafood, and a binary logit and OLS regression was used to estimate the relationship between trust in government information, risk perception, risk preference and actual purchasing behavior. The empirical results demonstrate that the interaction term between risk perception and risk preference positively affects actual behavior. Overall, trust in the government’s information does not directly affect consumers’ actual purchasing behavior. Interestingly, subgroup regressions reveal city heterogeneity in the effect of trust in government information on purchasing behavior.

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