Lookup NU author(s): Professor Matthew Gorton
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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.
Author(s): Popa A, Hubbard MC, Gorton M, Du F
Publication type: Article
ISSN (print): 0195-6663
ISSN (electronic): 1095-8304
Publisher: Elsevier BV