Building trust in sustainable food systems: Chinese consumers’ food safety perceptions and willingness to pay

Abstract

Persistent food safety incidents and public distrust present significant challenges to China’s food system, prompting critical inquiry into how consumers perceive food safety and how these perceptions shape their willingness to pay for safer products. This paper synthesizes existing literature on Chinese consumers’ food safety perceptions and willingness to pay across food categories. Findings consistently indicate high levels of concern regarding food safety and quality. Health protection, viewed as a form of health insurance, along with environmental benefits and the absence of pesticides or chemical residues, are primary drivers of demand for safe food. Despite limited knowledge about certified products, consumers generally perceive them as safer and of higher quality than conventional alternatives and are willing to pay a modest premium, though this premium remains relatively low. Income is the strongest determinant of willingness to pay, followed by trust in certified foods, education, age, perceived safety risks, price sensitivity, gender, and knowledge. These insights inform policymakers, producers, and retailers in designing effective food safety regulations, credible certification schemes, and market strategies aligned with consumer behavior.