Agricultural marketing and food safety in China: a utility perspective

Ortega, David L., Brown, Colin G., Waldron, Scott A. and Wang, H. Holly (2014) Agricultural marketing and food safety in China: a utility perspective. Journal of Agribusiness in Developing and Emerging Economies, 4 1: 23-31. doi:10.1108/JADEE-02-2013-0009


Author Ortega, David L.
Brown, Colin G.
Waldron, Scott A.
Wang, H. Holly
Title Agricultural marketing and food safety in China: a utility perspective
Journal name Journal of Agribusiness in Developing and Emerging Economies
ISSN 2044-0839
2044-0847
Publication date 2014
Year available 2014
Sub-type Article (original research)
DOI 10.1108/JADEE-02-2013-0009
Open Access Status
Volume 4
Issue 1
Start page 23
End page 31
Total pages 9
Place of publication Bingley, United Kingdom
Publisher Emerald Group Publishing Limited
Collection year 2015
Language eng
Formatted abstract
Purpose
– The purpose of this paper is to explore Chinese food safety issues by analysing select incidents within he Chinese agricultural marketing system.

Design/methodology/approach
– A marketing utility framework is utilized to discuss some of the major food safety incidents in China and potential solutions are explored.

Findings
– The paper finds that food safety issues arise from problems of asymmetric information which leads to the profit seeking behaviour of agents distorting rather than enhancing the creation of one of the four types or marketing utility (time, form, place and possession). Additionally, structural causes found within the Chinese food marketing system have contributed to the food safety problems.

Research limitations/implications
– This is not an empirical research with numerical data.

Originality/value
– This study is one of the first to address Chinese food safety problems from an agricultural marketing utility perspective. Key anecdotes are used to support the claims made in this study.
Keyword China
Food safety
Agricultural marketing
Marketing utility
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: School of Agriculture and Food Sciences
Official 2015 Collection
 
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Created: Fri, 27 Mar 2015, 14:08:35 EST by Dr Colin Brown on behalf of School of Agriculture and Food Sciences