Chemistry investigatory report on "Adulteration of Food-stuffs"
Recent surveys on consumer response and expectation...
Transcript of Recent surveys on consumer response and expectation...
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RecentsurveysonconsumerresponseandexpectationvisavisfoodfraudanditsmanagementinEuropeandChina
103/07/2017 www.qub.ac.uk/igfs
ProfMoiraDean
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Theproblem…
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Theconsumer• Itisnotalwayspossibletotellifafoodproducthasbeensubjecttofraudasitmaytasteandlooksimilar.
• Consumershavetorelyonthetrust theyhavetowardsproducers,retailersandregulators,toensurethatpotentialhealthandotherimpactshavebeenremovedfromthesupplychain.
• Consumers’trustintheinstitutionorindividualtheypurchasefrommust,inthemain,beunconditionalasconsumersarefullyreliantonaprovider’sreputationandaregulator’scompetence.
• Food‘scares’,canhaveadetrimentaleffectonfoodsaleswithtremendouslycostlyimpactsonallplayersinthefoodchainfromfarmerstoretailers.
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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
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‘ConsumerAwareness’– AcasestudyoftheChineseConsumer
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GeographicalLocation
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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
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ResearchDesignQualitativeStudy
Expertinterviews
Rep-gridandladderinginterviews
FocusGroups
QuantitativeStudy
ConsumerPerceptionSurvey
Choiceexperiments
Industryrecommendations
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ConsumerPerceptions
FoodFraud
Characterisation
Adulteration
CounterfeitingMisdescription
Preventionstrategies
Informationsearch
Heuristics
Trustedsource
Practices
Perceivedbarrierstoauthenticfood
GovernmentIndustry
Outcomes
‘Face’
Emotion
Control
Health
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ConsumerstrategiesInformationseeking
Heuristics Trustedsource Domesticallysituatedpractices
Previouspersonalexperience
Price Throughtrustedretailers
Actionstakenbyconsumersathometoensuretheauthenticityandsafetyoffood
Wordofmouth Brands Onlineretailers
Mediareporting QRcodes Friendsandfamily
Barcodes Personaltravel
Country oforigin Importing
Importstickers
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Aims
• ToinvestigateChineseconsumers’attitudesto,andperceptionsofauthenticatedfoodproducts
• ToexploretheeffectsofauthenticitycuesonthepurchasingbehaviourofChineseconsumers
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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
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Results
PerceivedRiskofadulteratedfood
Perceivedbenefitofdemonstratingauthenticity
FoodHazardConcern(FHC)
Intentiontopurchase
authenticfoodproducts
AuthenticityCues
(importantcuestoenablejudgementsabout
authenticitytobemade)
Attitudetowardsauthenticatedfoodproducts
Trustininstitutions(Government,regulatorsetc)
0.34***0.33**
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Summary• HighlevelofFoodHazardConcernassociatedwithastronger
perceptionofriskfromadulteratedfoodanddrinks->,astrongerattitude&intentiontopurchaseauthenticatedfoodanddrink
• Weakerlevelsoftrustinregulators&governmentassociatedwithstrongerattitudetowardspurchasingauthenticatedfood/drinks
• Perceivedbenefitsofauthenticityoffood/drinkproductshadpositiveeffectonattitude&intentiontopurchaseauthenticatedfoodanddrinkproducts.
• Authenticitycueshadapositive effectonpeople’sattitudestowardspurchasingauthenticatefood/drinks
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Choiceexperiment
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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:
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Summary
• PDOlabelhadastrongerpositiveeffectonthebuyingdecisionthanChineseorganiclabel.
• Securitypackagingandquickresponsecodesweremoretrustedthanhologramstickers,butproductdependent.
• Consumerarewillingnesstopayforsafeandauthenticfood,althoughdifferencesfoundbetweenincomesegments®ions
• Informationvialabelsontheproducthighimportanceforconsumers
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AnalysesofFoodSupplyChainsforRisksandResiliencetoFoodFraud/Crime
2003/07/2017 www.qub.ac.uk/igfs
PrincipalInvestigator:ProfChristopherElliott
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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
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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
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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
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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%)
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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%)
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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%)
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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%)
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Enthusiasts
Traceablemincedbeef/beefsteak• Positivebeliefs• BelievetheyhavegreaterPBC• Concernedaboutgeneralfoodhazards• Greatertrustintraceablebeefproducts• Trustintheabilityofconsumerorganisations,scientistsandgovernmentbodiestoprovideinformation
• Willingtopayhighercosts– moderate!03/07/2017 www.qub.ac.uk/igfs 35
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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
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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
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Recommendations…• Trustinproducts&trustinauthoritysourcesessential• Authenticitycues&traceabilityinformationhelpto
increasetrust• Iftrustislowandconcernshigh,authenticitycues
alleviatesconcernsandincreasepositiveattitudes• Increaseinpositiveattitudetowardstheproduct
increasemanypositiveattributebeliefsabouttheproduct
• Thereishighlevelofwillingnesstopayforauthenticitycues/traceabilityinformationBUTmoderateamount
• Consumersegments
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NextstepsH2020: EU-China-Safe- DeliveringanEffective,ResilientandSustainableEU-ChinaFoodSafetyPartnership• Chinese&EU regulator,industry&relevantstakeholderperspectivesfoodfraudmanagement–interviews
• EUconsumerviewsonChineseproducts,regulations,foodchain,trustetc – Survey
• Riskmitigationtoolkitdevelopment– linkedtootherWPs
• EfficacytestingoftoolwithconsumersinEU&China
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Finally…..
• “..butitjustgivesmeaweebitofconfidencethatconsumersarebeinglistenedto,what'shappenedinthepasthashappened,peoplewillnotforgetaboutitforalongtime,soeverythingisbeingdonenowtotryandrebuildconfidence,andthat,forme,isquitebig…”(FG5)
• “Probably,youwouldn’tevenscanit,youwouldjusttrustitbecauseit’sonthere”.(FG7)
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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)