Recent surveys on consumer response and expectation …foodfraudconference.ca/fileadmin/Fichiers/FoodFraud/...economic gain, where food stuffs are subjected to substitution, tampering,

RecentsurveysonconsumerresponseandexpectationvisavisfoodfraudanditsmanagementinEuropeandChina

103/07/2017 www.qub.ac.uk/igfs

ProfMoiraDean

Theproblem…

Theconsumer• Itisnotalwayspossibletotellifafoodproducthasbeensubjecttofraudasitmaytasteandlooksimilar.

• Consumershavetorelyonthetrust theyhavetowardsproducers,retailersandregulators,toensurethatpotentialhealthandotherimpactshavebeenremovedfromthesupplychain.

• Consumers’trustintheinstitutionorindividualtheypurchasefrommust,inthemain,beunconditionalasconsumersarefullyreliantonaprovider’sreputationandaregulator’scompetence.

• Food‘scares’,canhaveadetrimentaleffectonfoodsaleswithtremendouslycostlyimpactsonallplayersinthefoodchainfromfarmerstoretailers.

Outline• Resultsfrom2studies– China&EU–>UK• Consumerperceptionsandinterestinmanagementstrategies(authenticitycues;traceabilityinformation)

• Contextofthestudies• Resultsfromthestudies• Comparisonsbetweenthestudies• Recommendations• Nextsteps

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Definitions• Foodfraud - Intentionalactcommittedforeconomicgain,wherefoodstuffsaresubjectedtosubstitution,tampering,additionormis-description

• Traceability istheabilitytotraceabatchorlotofafoodproductbothdownstreamalongthesupplychainandupstreamfromthesupplychaintothesource

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The project has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement No. 613688.

www.foodintegrity.eu

‘ConsumerAwareness’– AcasestudyoftheChineseConsumer

GeographicalLocation

EUProductFocus

Infant Formula Milk: Implicated in the 2008

melamine scandal, consumer trust in

domestically produced formula is

reputedly low

Olive Oil:EU is a leading

producer of olive oil, companies have been identified to adulterate

and pass off lower grade oil as Extra Virgin

oil

ResearchDesignQualitativeStudy

Expertinterviews

Rep-gridandladderinginterviews

FocusGroups

QuantitativeStudy

ConsumerPerceptionSurvey

Choiceexperiments

Industryrecommendations

ConsumerPerceptions

FoodFraud

Characterisation

Adulteration

CounterfeitingMisdescription

Preventionstrategies

Informationsearch

Heuristics

Trustedsource

Practices

Perceivedbarrierstoauthenticfood

GovernmentIndustry

Outcomes

‘Face’

Emotion

Control

Health

ConsumerstrategiesInformationseeking

Heuristics Trustedsource Domesticallysituatedpractices

Previouspersonalexperience

Price Throughtrustedretailers

Actionstakenbyconsumersathometoensuretheauthenticityandsafetyoffood

Wordofmouth Brands Onlineretailers

Mediareporting QRcodes Friendsandfamily

Barcodes Personaltravel

Country oforigin Importing

Importstickers

Aims

• ToinvestigateChineseconsumers’attitudesto,andperceptionsofauthenticatedfoodproducts

• ToexploretheeffectsofauthenticitycuesonthepurchasingbehaviourofChineseconsumers

ConsumerSurveysSocio-demographicprofile TotalSample Beijing Guangzhou Chengdu

n=850 n=284 n=283 n=283Gender%Male 50 50 49.8 50.2

Female 50 50 50.2 49.8Age(classes)%18-35 50 50 50.2 49.8

35-55 50 50 49.8 50.2Income%RMB8000-9999 15.2 0 0 45.6RMB10000-14999 46 47.9 48.1 42RMB15000- 19999 25.6 36.3 32.2 8.1RMB20000andabove 13.2 15.8 19.4 4.2

Purchasers% Formula 22 25 41 34

Scotch whisky 21 26.1 43.9 30

Oliveoil 8 46.7 20 33.3

Twoormorepurchases 20 52.3 18.4 29.3Intenders topurchase 29 28.6 33.5 37.9

Results

PerceivedRiskofadulteratedfood

Perceivedbenefitofdemonstratingauthenticity

FoodHazardConcern(FHC)

Intentiontopurchase

authenticfoodproducts

AuthenticityCues

(importantcuestoenablejudgementsabout

authenticitytobemade)

Attitudetowardsauthenticatedfoodproducts

Trustininstitutions(Government,regulatorsetc)

0.34***0.33**

Summary• HighlevelofFoodHazardConcernassociatedwithastronger

perceptionofriskfromadulteratedfoodanddrinks->,astrongerattitude&intentiontopurchaseauthenticatedfoodanddrink

• Weakerlevelsoftrustinregulators&governmentassociatedwithstrongerattitudetowardspurchasingauthenticatedfood/drinks

• Perceivedbenefitsofauthenticityoffood/drinkproductshadpositiveeffectonattitude&intentiontopurchaseauthenticatedfoodanddrinkproducts.

• Authenticitycueshadapositive effectonpeople’sattitudestowardspurchasingauthenticatefood/drinks

Choiceexperiment

Example Option1 Option2 Option3Geographicalorigin Producedandpackedin

ChinaProducedinEurope,packed

inChinaProducedandpackedin

Europe

ProtectedDesignationofOrigin(PDO)label

NoPDOlabel

TheChinesenationalorganiclabel Noorganiclabel

Noorganiclabel

Hologramsticker Nohologramsticker

Securitypackaging Nosecuritypackaging

QR(quickresponse)code

NoQRcode

Price 250CNY/900g 400CNY/900g 325CNY/900gYourchoice:

03/07/2017 www.qub.ac.uk/igfs 18

Summary

• PDOlabelhadastrongerpositiveeffectonthebuyingdecisionthanChineseorganiclabel.

• Securitypackagingandquickresponsecodesweremoretrustedthanhologramstickers,butproductdependent.

• Consumerarewillingnesstopayforsafeandauthenticfood,althoughdifferencesfoundbetweenincomesegments&regions

• Informationvialabelsontheproducthighimportanceforconsumers

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AnalysesofFoodSupplyChainsforRisksandResiliencetoFoodFraud/Crime

2003/07/2017 www.qub.ac.uk/igfs

PrincipalInvestigator:ProfChristopherElliott

Objectives

• Toinvestigatetheimpactoffoodfraudonconsumer->understanding,attitude&behaviour

• Totesttheefficacyoffraudpreventionstrategiestoenhanceconsumertrust&buyingintention

• Product– Beef

• Methods– Groupinterviewswiththepublic&SurveywiththepublicintheUK

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SampleVariable Category n %

Gender

Male 279 42.4

Female 379 57.6

Age

18-30 174 26.6

31-40 131 19.9

41-50 135 20.4

51-60 153 23.2

60-64 65 9.8

Educationlevel

Primaryeducation 7 1.1

Secondaryeducation 403 61.3

Tertiaryeducation 218 33.1

MaritalStatusMarried/livingwithapartner 398 60.5Single/widowed/divorced/sep

arated 260 39.5

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Food/drinkhazardsconcern

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Trustedsources

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QRcodetraceabilityforbeefsteak

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QRcodetraceabilityformincedbeef

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Ofknownorigin

Safer

Ofmoresatisfyingquality

Healthier

Tastier

Moreexpensive

Authentic/nottamperedwith

Environmentallyfriendly

Higheranimalwelfare

Beliefsandattitudes

Attitudes

R2=.46;N=666Chi-square= 131;df=32;

CFI=.98;RMSEA=.07

.14

-.08

Covariancesallowedbetweenallindependentvariables

.20

.14

.12

.17

=significant,p<.05=nonsignificant

Habitorigin

Habitproduction

Habitassurance

Trust

Purchasefreq.

Gender

Age

Education

Intentiontobuy

Attitudes

Subjectivenorms

PBC

Habitorigin

Habitproduction

Habitassurance

Intentiontobuy

Producttype

Purchasefreq.

Gender

Age

Education

Trustinproduct

.45

.26

.15

R2=.64;N=666Chi-square=2312;df=981;

CFI=.95;RMSEA=.05Covariancesallowedbetweenallindependentvariables

Extendedmodel

.10

-.06

Extendedmodelhassignificantlybetterfitindicators

=significant,p<.05=nonsignificant

Habitorigin

Habitproduction

Habitassurance

Pref.notthinking

Relyonintuition

Pref.forthinking

Trust

Age

Willingnesstopay

Attitudes

Subjectivenorms

PBC

Habitorigin

Habitproduction

Habitassurance

Pref.notthinking

Relyonintuition

Pref.forthinking

Willingnesstopay

Producttype

Age

Trustinproduct

.18

-.10

-.13

R2=.14;N=659Chi-square=2120;df=889;

CFI=.95;RMSEA=.05Covariancesallowedbetweenallindependentvariables

Extendedmodel

-.11

Extendedmodelhassignificantlybetterfitindicators

=significant,p<.05=nonsignificant

Purchasertypes

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Groupdifferences3

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1 2 3 4 5 6 7

Habit(countryoforigin)

Habit(productionprocess)

Habit(foodassuranceschemes)

Trustintheproduct

Frequencyofpurchase

Uninterested115(17.5%) Acceptors225(34.2%) Enthusiasts318(48.3%)

Groupdifferences

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1 2 3 4 5 6 7

Attitudestowardsbuyingtraceablemincedbeef/beefsteak

Intentiontobuytraceablemincedbeef/beefsteak

Beliefstowardsbuyingtraceablemincedbeef/beefsteak

Attributes(Sustainability)

Attributes(Quality)

Attributes(Origin)

Generalfoodhazards

Uninterested115(17.5%) Acceptors225(34.2%) Enthusiasts318(48.3%)

GroupDifference2

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1 2 3 4 5 6 7

Structuraltrust(Consumerorganisations,Scientistsandgovernmentbodies)

Needforinformation(preferencefornotthinking)

Needforinformation(intuition)

Needforinformation(preferenceforthinking)

Subjectivenorms

PBC

Uninterested115(17.5%) Acceptors225(34.2%) Enthusiasts318(48.3%)

Groupdifferences3

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1 2 3 4 5 6 7

Habit(countryoforigin)

Habit(productionprocess)

Habit(foodassuranceschemes)

Trustintheproduct

Frequencyofpurchase

Uninterested115(17.5%) Acceptors225(34.2%) Enthusiasts318(48.3%)

Enthusiasts

Traceablemincedbeef/beefsteak• Positivebeliefs• BelievetheyhavegreaterPBC• Concernedaboutgeneralfoodhazards• Greatertrustintraceablebeefproducts• Trustintheabilityofconsumerorganisations,scientistsandgovernmentbodiestoprovideinformation

• Willingtopayhighercosts– moderate!03/07/2017 www.qub.ac.uk/igfs 35

Uninterested

Traceablemincedbeef/beefsteak• Lowerpositivebeliefs• Lowerapprovalfromsigothers• Habits-donotlookforinformationaboutcountryoforigin,processingorfoodassuranceschemes

• Notwillingtopayhighercosts

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Conclusions

• Somesourcestrustedmorethanothers• Traceabilityinformationcanenhancebeliefsresultinginpositiveattitudes

• Positiveattitudes+greatertrust+supportivefromfamilyandfriends->togreaterintentiontobuy

• Increaseintentiontobuydoesnotalwaysmeanwillingtopay

• Notallconsumersareinterested– subgroups03/07/2017 www.qub.ac.uk/igfs 37

IntentiontobuyAuthenticity Cues

ChinaTraceabilityinformation

UKConcerns

Benefits

Risks -

Cues (types) -

Trustinsources*

Trustinproduct

Attitudes

Supportofsigothers -

Willingnesstopay Yes(regions;segments) Some;moderate03/07/2017 www.qub.ac.uk/igfs 38

Recommendations…• Trustinproducts&trustinauthoritysourcesessential• Authenticitycues&traceabilityinformationhelpto

increasetrust• Iftrustislowandconcernshigh,authenticitycues

alleviatesconcernsandincreasepositiveattitudes• Increaseinpositiveattitudetowardstheproduct

increasemanypositiveattributebeliefsabouttheproduct

• Thereishighlevelofwillingnesstopayforauthenticitycues/traceabilityinformationBUTmoderateamount

• Consumersegments

NextstepsH2020: EU-China-Safe- DeliveringanEffective,ResilientandSustainableEU-ChinaFoodSafetyPartnership• Chinese&EU regulator,industry&relevantstakeholderperspectivesfoodfraudmanagement–interviews

• EUconsumerviewsonChineseproducts,regulations,foodchain,trustetc – Survey

• Riskmitigationtoolkitdevelopment– linkedtootherWPs

• EfficacytestingoftoolwithconsumersinEU&China

Finally…..

• “..butitjustgivesmeaweebitofconfidencethatconsumersarebeinglistenedto,what'shappenedinthepasthashappened,peoplewillnotforgetaboutitforalongtime,soeverythingisbeingdonenowtotryandrebuildconfidence,andthat,forme,isquitebig…”(FG5)

• “Probably,youwouldn’tevenscanit,youwouldjusttrustitbecauseit’sonthere”.(FG7)

03/07/2017 www.qub.ac.uk/igfs 41

Thankyou!

Acknowledgements: Dr Mei-Yen Chan (NUIS), Qiding Zhong (CNRIFFI) and Chuanhe Liu (CNRIFFI)

Professor Lynn Frewer (UNEW)

Dr Helen Kendall (UNEW)

Dr Sharron Kuznesof (UNEW)

Prof Moira Dean& team (QUB)

Dr Hanna Stolz (FiBL)

Dr Nadja El Benni (FiBL)

Dr Robert Home (FiBL)

BethClark(UNEW)

Dr Paul Naughton(Napier)