Food safety is a global public health issue, which often arises from asymmetric information between consumers and suppliers. With the development of information technology in human life, building a food traceability information sharing platform is viewed as one of the best ways to overcome the trust crisis and resolve the problem of information asymmetry in China. However, among the myriad information available from the food supply chain, there is a lack of knowledge on consumer preference. Based on the best-worst scaling approach, this paper investigated consumer preferences for vegetable, pork, and dairy product traceability information. Specifically, this paper measured the relative importance that consumers place on the traceable information. The results indicate that consumers have varying priorities for information in different cases. “Pesticide/veterinary use,” “picking/slaughtering date,” and “fertilizer/feed use” are the most preferred traceable information for Chinese consumers in the case of vegetables, while “picking/slaughtering date” and “history of illness and taking protective measures” are the most preferred information in the case of pork. In the case of dairy products, consumers prefer “processing information,” “environmental information of the origin,” and “traceable tag certification information” most. The results of this study call for the direct involvement of the Chinese government in the food safety information sharing system as following. First, given consumers’ diverse preferences, different types of traceable information should be recorded into the information sharing platform depending on food types. Second, the government could promote the step-by-step construction of such a platform based on the priority of consumers’ preferences. Third, new technology should be applied to guarantee the reliability of traceable information. Finally, local preferences in terms of the way consumers receive and understand information should be taken into consideration.

Social network sites (SNS) have been indispensable channels for people to access information, present themselves, and conduct commercial activities. Existing literature on online consumer behavior mainly focus on Western consumers and on explicit conspicuous signals. However, reports have shown that SNS users in China have exceeded 370 million, ranking the first in the world. Meanwhile, more and more consumers display status in more implicit ways nowadays. To fill these gaps, the present research was conducted to investigate the subtle signals of status for Chinese consumers on SNS. We proposed that frequent SNS posting leads to higher status perception among Chinese consumers. The psychological process of this effect is perceived busyness. These hypotheses received convergent support in a set of three studies. Study 1 used secondary data to preliminarily verify the positive correlation between SNS posting frequency and perceived social status. Studies 2A and 2B adopted the causal chain method to test the underlying mechanism of the effect, and to provide causal evidence for the entire relationship chain. Specifically, Study 2A examined how SNS posting frequency affects perceived busyness. Furthermore, Study 2B explored whether the differences in perceived busyness will affect social status perceptions. Implications of these findings and potential extensions in future are discussed.

Subjective priority of traceable information preferred by consumers in the case of dairy.

Subjective priority of traceable information preferred by consumers in the case of pork.

Reasons, categories and behaviors for discarding food during COVID-19 quarantine, as reported by different age groups.

Demographic information of survey participants.

Title:"Complete Dataset on Social Media Marketing, Green Marketing, and Willingness to Pay Green Premiums Among Chinese Consumers"Description:This dataset supports the research presented in the paper "The Impact of Social Media Marketing on Chinese Consumers' Willingness to Pay Green Premiums: The Mediating Effect of Green Marketing." It includes complete survey data and analytical files investigating how social media marketing influences Chinese consumers' willingness to pay premiums for green products, with green marketing as a mediator.Dataset Contents:1. Primary Data Files: Longyuening_数据_Green Premiums.xlsx (74.56 KB)(Chinese version); LongYuening_Date_Green Premiums.xlsx (77.14 KB)(English version): Raw survey data (Chinese version) containing:Consumer responses on social media marketing effectivenessPerceptions of green marketing initiativesWillingness to pay green premiums (7-point Likert scale)Demographic information (age, gender, income, education level)2. Survey Questionnaire: Longyuening_Questionnaire问卷星_ Green Premiums.docx(Chinese version);Longyuening_QuestionnaireWenjuanxing_Green Premiums.docx (18.56 KB)(English version): Original bilingual questionnaire used for data collection, including:Item wordingsScale anchorsResponse options3. Analysis Files:Structural Equation Modeling (SEM):Longyuening_Path Analysis and SEM_Green Premiums.amw (76.94 KB): AMOS project fileLongyuening_Path Analysis_Green Premiums.amosoutput (1.32 MB): Complete SEM outputLongyuening_Path Analysis_Green Premiums.amp (23.50 KB): AMOS path diagram4. Statistical Analyses:Longyuening_Mediation Effect Analysis_Green Premiums.txt (154 Bytes): Mediation test resultsLongyuening_Reliability Analysis_Green Premiums.htm (888.17 KB): Reliability statistics (Cronbach’sα, composite reliability)Longyuening_Validity Analysis and Exporatory Factor Analysis_Green Premiums.htm (1.10 MB): Exploratory factor analysis (EFA) and validity test resultsKey Features:Complete bilingual dataset (Chinese/English)Comprehensive analytical files for SEM reproductionDetailed survey instrument documentationCleaned and ready-to-use data formatsThis dataset provides researchers with all necessary materials to examine the relationships between social media marketing, green marketing perceptions, and green premium willingness in the Chinese consumer context.

The research adopts a comprehensive methodological framework to investigate the influence of foreign films and TV series on the behavior of Chinese consumers. Rooted in a thorough review of existing literature, the study implements questionnaire surveys to gather primary data from 786 meticulously selected respondents. Initial data analysis through descriptive methods is subsequently refined via Partial Least Squares Structural Equation Modeling to elucidate complex interrelationships among the variables under consideration. The findings of the study indicate a growing consumer inclination towards foreign films and TV series in China. Notably, the cultural construct labeled ’Misunderstood’ emerges as a critical determinant, underscoring the significance of cultural literacy in the consumption patterns of foreign films and TV series. Furthermore, the research highlights the mediating effect of domestic cultural identity on consumer preferences, which are further influenced by demographic factors such as age, gender, education, occupation, and income. By integrating economic theories of consumer choice with trade theories related to cultural exchange, the study offers an in-depth analysis of the market dynamics governing foreign films and TV series consumption in China. The implications point to substantial opportunities for content that is culturally resonant, providing valuable strategic insights for marketers and content creators operating within this complex and evolving landscape.

The first five rows of item information data.

Performance comparison of predictive models.

The cascade layer of improved deep forest parameters settings.

The research adopts a comprehensive methodological framework to investigate the influence of foreign films and TV series on the behavior of Chinese consumers. Rooted in a thorough review of existing literature, the study implements questionnaire surveys to gather primary data from 786 meticulously selected respondents. Initial data analysis through descriptive methods is subsequently refined via Partial Least Squares Structural Equation Modeling to elucidate complex interrelationships among the variables under consideration. The findings of the study indicate a growing consumer inclination towards foreign films and TV series in China. Notably, the cultural construct labeled ’Misunderstood’ emerges as a critical determinant, underscoring the significance of cultural literacy in the consumption patterns of foreign films and TV series. Furthermore, the research highlights the mediating effect of domestic cultural identity on consumer preferences, which are further influenced by demographic factors such as age, gender, education, occupation, and income. By integrating economic theories of consumer choice with trade theories related to cultural exchange, the study offers an in-depth analysis of the market dynamics governing foreign films and TV series consumption in China. The implications point to substantial opportunities for content that is culturally resonant, providing valuable strategic insights for marketers and content creators operating within this complex and evolving landscape.

The research adopts a comprehensive methodological framework to investigate the influence of foreign films and TV series on the behavior of Chinese consumers. Rooted in a thorough review of existing literature, the study implements questionnaire surveys to gather primary data from 786 meticulously selected respondents. Initial data analysis through descriptive methods is subsequently refined via Partial Least Squares Structural Equation Modeling to elucidate complex interrelationships among the variables under consideration. The findings of the study indicate a growing consumer inclination towards foreign films and TV series in China. Notably, the cultural construct labeled ’Misunderstood’ emerges as a critical determinant, underscoring the significance of cultural literacy in the consumption patterns of foreign films and TV series. Furthermore, the research highlights the mediating effect of domestic cultural identity on consumer preferences, which are further influenced by demographic factors such as age, gender, education, occupation, and income. By integrating economic theories of consumer choice with trade theories related to cultural exchange, the study offers an in-depth analysis of the market dynamics governing foreign films and TV series consumption in China. The implications point to substantial opportunities for content that is culturally resonant, providing valuable strategic insights for marketers and content creators operating within this complex and evolving landscape.

Background/AimsPersistent incidents of food fraud in China have resulted in low levels of consumer trust in the authenticity and safety of food that is domestically produced. We examined the relationship between the concerns of Chinese consumers regarding food fraud, and the role that demonstrating authenticity may play in relieving those concerns.MethodsA two-stage mixed method design research design was adopted. First, qualitative research (focus groups n = 7) was conducted in three Chinese cities, Beijing, Guangzhou and Chengdu to explore concerns held by Chinese consumers in relation to food fraud. A subsequent quantitative survey (n = 850) tested hypotheses derived from the qualitative research and theoretical literature regarding the relationship between attitudinal measures (including risk perceptions, social trust, and perceptions of benefit associated with demonstrating authenticity), and behavioral intention to purchase “authentic” European products using structural equation modelling.ResultsChinese consumers perceive food fraud to be a hazard that represents a food safety risk. Food hazard concern was identified to be geographically influenced. Consumers in Chengdu (tier 2 city) possessed higher levels of hazard concern compared to consumers in Beijing and Guangzhou (tier 1). Structural trust (i.e. trust in actors and the governance of the food supply chain) was not a significant predictor of attitude and intention to purchase authenticated food products. Consumers were shown to have developed ‘risk-relieving’ strategies to compensate for the lack of trust in Chinese food and the dissonance experienced as a consequence of food fraud. Indexical and iconic authenticity cues provided by food manufacturers and regulators were important elements of product evaluations, although geographical differences in their perceived importance were observed.ConclusionsTargeted communication of authenticity assurance measures, including; regulations; enforcement; product testing; and actions taken by industry may improve Chinese consumer trust in the domestic food supply chain and reduce consumer concerns regarding the food safety risks associated with food fraud. To support product differentiation and retain prestige, European food manufactures operating within the Chinese market should recognise regional disparities in consumer risk perceptions regarding food fraud and the importance of personal risk mitigation strategies adopted by Chinese consumers to support the identification of authentic products.

The top 10 mutton brands favored by Chinese consumers (Inner Mongolia and Xinjiang), 2009–2018.

As of 2019, around ** percent of consumers in China bought healthy food, for example food with less fat and sodium. Meanwhile, around ** percent of Chinese consumers bought health-related home appliances, such as water purifiers.

In 2024, China was estimated to account for approximately 12 percent of the personal luxury market worldwide. China's market experienced a significant decline compared to the previous year.

In 2022, Chinese consumers contributed around ** percent of the global personal luxury goods market. It was estimated that the figure would reach ** percent to ** percent in 2023. Back in 2000, Chinese consumers' spending on personal luxury goods accounted for merely *** percent of the global expenditure.

The graph shows the cumulative number of online shoppers in China from 2013 to 2024. As of 2024, about *** million people in China had purchased goods online.E-commerce in ChinaThe past decade has seen rapid growth in the demand for online shopping opportunities in China. The number of online shoppers in China has been increasing exponentially from below ** million in 2006 to over *** million users a decade later, enabling this enormous spurt of China’s e-commerce sector. By 2022, digital buyer penetration rate in China has edged close to ** percent. China has been the world’s second-largest e-tailing market after the U.S. in recent years. As of 2023, the gross merchandise volume of online shopping in China had amounted to around ***** trillion yuan. By 2025, the volume of B2C e-commerce sales in China was expected to surpass *** trillion U.S. dollars. The largest B2C e-commerce retailer in China with regard to gross merchandise volume (GMV) had been Tmall. The B2C online retail platform operated by Alibaba Group had generated a transaction volume of about *** trillion yuan in 2020. The GMV of the leading C2C online retail platform taobao.com, also operated by Alibaba group, had reached almost *** trillion yuan that year.