Pride and prejudice - a comparison of consumer preferences for country-of- origins of imported organic foods in Germany and China. Abstract for EMAC 2018

Summary

The aim is to investigate why and when consumers in an emerging economy vs. an economically developed country prefer imported to domestic organic food products. A domestic country bias has been found mostly in developed countries. Three studies were conducted with organic consumers in China and Germany: In-store interviews, focus groups and an online survey. A strong domestic country bias for organic food products is confirmed in Germany, and to a much lesser extent in China. German consumers prefer products imported from countries that are geographically and culturally close. Food safety and health concerns are the primary reasons for Chinese consumers buying organic food. Hence, organic products from developed countries are preferred because of institutions they trust will secure high and credible organic standards. This gives economically developed countries a competitive advantage on the world market.