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Consumer Awareness and Brand Associations of Organic Food in Emerging Markets: Evidence from China and Romania
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Professor Matthew Gorton
Popa A, Hubbard MC, Gorton M, Du F
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Drawing on focus group based research (10 groups, n=73), this study analyses consumer awareness and associations of organic food in China and Romania. Both Chinese and Romanian participants associate organic food with imported, processed products which are manufactured by multinational companies. Indigenous alternatives in both countries limit the demand for certified organic food. Findings are compared against the associations of organic food identified in studies of western markets. The results highlight the mobility of meaning that may occur when quality standards spread geographically and encounter markets with different institutional frameworks, indigenous alternatives and cultural norms.
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