Chinese consumers’ views of ethnic foods in relation to environment: Paradoxical perceptions versus ecological realities

Abstract

Ethnic traditions are increasingly being seen as drivers of local economic growth and specialty product marketing in China. At the same time, growing awareness toward environmental issues and their impacts on humans have emerged as a part of lifestyle changes and new socioeconomic opportunities. Concerns regarding health and food safety have risen as a result of environmental degradation, increasing urbanization, and changes in food production methods and processes. The purpose of this study was to examine the expectations of Chinese consumers of ethnic foods in relation to the environment. A nationwide survey through purposive sampling was conducted in 19 provinces (n = 1244). Although minority areas are subject to serious degradation caused by desertification, deforestation, and pollution, they are associated with green environments. “Greenness” is a factor that is confirmed by 54 percent of free-listing respondents. Moreover, 72 percent of the respondents deemed that the environment in minority regions, even in relation to pollution, is preserved to varying degrees, while 64 percent believe that the ethnic region's environment has a moderate-high (positive) impact on food quality. This study concludes that the current marketing of ethnic foods in China is commercially functional, albeit to certain degrees factually flawed. Simultaneously, Chinese consumers' understanding of ethnic foods can be significantly improved through public extension. This study is one of the earliest studies on the relationship between ethnic foods and consumer views in China, as also mentioned in the literature section. It may be relevant to understanding public trust in food safety against the backdrop of Chinese food scandals, whereas its findings could allow ethnic food manufacturers and distributors to more properly satisfy customers’ requirements.