A literature review on the drivers and barriers of organic food consumption in China

Abstract

Research interest in organic food consumption has increased significantly worldwide, but a systematic analysis of this phenomenon in China is still lacking. The existing studies in this area are wide-ranging and fragmented, and there is a lack of comprehensive research into the drivers and barriers specific to the Chinese context. Based on a literature review of 26 articles spanning from 2011 to 2021, this article employs the consumption values theory and the innovation resistance theory to discern patterns on the drivers and barriers of organic food consumption in China. The findings show that the most explored drivers include the functional values of healthiness and safety. Within the social value realm, environmental concern and symbolic value emerge as important influences on Chinese consumers. Conditional values shed light on factors such as perceived healthiness and certification/organic labeling. Regarding barriers, an aspect of research less analyzed, the article finds key obstacles being price sensitivity, perceived uncertainty, lack of knowledge or information, lack of reliability, and lack of availability or visibility.