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Ou Wang C Onsumer Attitudes to W Ards Europ Ean Fo O D Versus Cover_Ou.pdf 1 10/12/15 12:04 Consumer attitudes towards European food versus traditional versus food European towards attitudes Consumer Chinese food in selected food Chinese settings in China urban C M Y CM MY CY CMY K Ou Wang ISBN 978-9-0598985-4-7 2015 9 789059 898547 FACULTEIT BIO-INGENIEURSWETENSCHAPPEN Promoters: Prof. dr. ir. Wim Verbeke Department of Agricultural Economics Ghent University, Belgium Prof. dr. Xavier Gellynck Department of Agricultural Economics Ghent University, Belgium Dean: Prof. dr. ir. Marc Van Meirvenne Rector: Prof. dr. Anne De Paepe Ou Wang CONSUMER ATTITUDES TOWARDS EUROPEAN FOOD VERSUS TRADITIONAL CHINESE FOOD IN SELECTED URBAN SETTINGS IN CHINA Thesis submitted in fulfillment of the requirements for the degree of Doctor (PhD) in Applied Biological Sciences Dutch translation of the title: Houding van consumenten ten aanzien van Europese voeding versus traditionele Chinese voeding in geselecteerde stedelijke omgevingen in China The author and promoters give the authorisation to consult and to copy parts of this work for personal use only. Every other use is subject to the copyright laws. Permission to reproduce any material contained in this work should be obtained from the author. Way of citation˖Wang, O. 2015. Consumer attitudes towards European food versus traditional Chinese food in selected urban settings in China. Doctoral thesis. Ghent University. ISBN-number: 978-90-5989-854-7 Members of the Jury Prof. dr. ir. Guy Smagghe (Chairman) Department of Crop Protection Ghent University Prof. dr. Patrick Kolsteren (Secretary) Department of Food Safety and Food Quality Ghent University Prof. dr. András Sebők Szent István University (SZIU) Gödöllő Campden BRI Magyarország Dr. ir. Filiep Vanhonacker Department of Applied Biosciences Ghent University Dr. ir. Hans De Steur Department of Agricultural Economics Ghent University Prof. dr. Xavier Gellynck (Promoter) Department of Agricultural Economics Ghent University Prof. dr. ir. Wim Verbeke (Promoter and Direct supervisor) Department of Agricultural Economics Ghent University v Acknowledgments Firstly, I would like to express my special appreciation and thanks to my promoter and direct supervisor, Prof. dr. ir. Wim Verbeke. Thank you for giving me the chance to do my PhD at the Division and for your critical suggestions and feedback on my work. I also would like to express my gratitude to Prof. dr. Xavier Gellynck, my second promoter, for your support during the last four years. I am very grateful to my committee members: Prof. dr. ir. Guy Smagghe, Prof. dr. Patrick Kolsteren, Dr. ir. Filiep Vanhonacker, Dr. ir. Hans De Steur and Prof. dr. András Sebők. Thank you very much for the brilliant comments on this PhD dissertation. That are really helpful for me to improve its quality. A special thanks to Hans. Thank you for all your assistance and precious time you spent on solving my problems with the revision work of the FCM paper. I would like to thank Ms. Huiying Zhang, Ms. Jianhong Zeng and Ms. Ai Huang (Ghent University), Mr. Hao Liu (Xi'an Jiaotong University) and Mr. Heng Liu (Zhongnan University of Economics and Law) for their participation in the grouping and translating work of the qualitative paper. Thanks to all colleagues at the Department of Agricultural Economics for your friendliness. I will never forget the happy moments with you: party, dinner, beer after work, ping-pong, badminton… You made my days in Belgium enjoyable. A special word of thanks to my officemates, Ellen and Silke. Thanks for your patience to help me (a ‘Dutch’ deaf and dumb) to contact different Belgian organizations including the police-. vii 㜑ᘇ䴧ʽ䉒䉒֐䇮䇑Ⲵঊ༛䇪᮷ሱ䶒ʽ䶎ᑨн䭉ʽᐼᵋ֐Ⲵ╛⭫һъ㜭㫨㫨ᰕкʽ ᓧʽڕʽᝏ䉒֐ԜⲴޫ㛢ѻᚙʽᐼᵋԕਾ㜭ᑖ㔉֐Ԝᴤཊ㦓㘰ʽҏ⾍֐Ԝ䓛փྸ !⡨ At last, I would like to express my warmest gratitude to Wenwen, my dearest wife. My life becomes beautiful because of you. I believe we will have a wonderful future together! ⦻呕 2015 ᒤ 12 ᴸ 7 ᰕ ∄࡙ᰦ ṩ⢩ viii Table of contents Members of the Jury .............................................................................................................................. v Table of contents ................................................................................................................................... ix List of tables ........................................................................................................................................... xi List of figures ....................................................................................................................................... xiii List of abbreviations ............................................................................................................................ xv Chapter 1 Introduction, objectives and outline of the thesis ....................................................... 1 1.1. General introduction ................................................................................................................. 3 1.2. Conceptual framework ........................................................................................................... 10 1.3. Research objectives and research questions ........................................................................... 20 1.4. Research design and data sources .......................................................................................... 25 1.5. Thesis outline ......................................................................................................................... 26 Chapter 2 Perceptions associated with traditional food and European food by Chinese consumers ............................................................................................................................................ 31 2.1. Introduction ............................................................................................................................ 33 2.2. Material and methods ............................................................................................................. 33 2.3. Results and discussion ............................................................................................................ 36 2.4. Conclusions ............................................................................................................................ 49 Chapter 3 General image of and beliefs about European food in two Chinese cities: Shanghai and Xi’an ............................................................................................................................ 51 3.1. Introduction ............................................................................................................................ 53 3.2. Materials and methods ........................................................................................................... 54 3.3. Results and discussion ............................................................................................................ 60 3.4. Conclusions ............................................................................................................................ 70 ix Chapter 4 Motives for consumer choice of traditional food and European food in two Chinese cities: Shanghai and Xi’an .................................................................................................. 71 4.1. Introduction ............................................................................................................................ 73 4.2. Materials and methods ............................................................................................................ 74 4.3. Results .................................................................................................................................... 78 4.4. Discussion ............................................................................................................................... 86 Chapter 5 Determinants of consumer preferences for imported European beer in two Chinese cities: Shanghai and Xi’an .................................................................................................. 93 5.1. Introduction ............................................................................................................................ 95 5.2. Materials and methods ............................................................................................................ 97 5.3. Results .................................................................................................................................. 101 5.4. Discussion and conclusion .................................................................................................... 107 Chapter 6 General discussion and conclusions ......................................................................... 111 6.1. Answering the research questions ......................................................................................... 113 6.2. General discussion and conclusions ..................................................................................... 122 6.3. Contributions ........................................................................................................................ 126 6.4. Limitations and future research ............................................................................................ 129 Appendix ......................................................................................................................................... 133 Summary ........................................................................................................................................
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