Agrobiotechnology Talk Series (29) : Towards a sustainable food future in China: Consumers’ intention and policy implications

Food sustainability is one of the priorities of the global sustainability agenda. China, as a rapidly developing economy, contributes to an unsustainable food system as its consumption of animal products and meat has continued to grow in recent decades. In this talk, Dr. May Chu will present her research on exanimating factors influencing consumers’ intention to purchase sustainable food in China. By conducting more than 2000 surveys in five provinces spanning the north and south of China, the results showed that the traditional constructs of behavioral attitude, subjective norms, perceived behavioral control, and the additional construct of perceived quality are significant in inducing such intentions. Dr. May Chu will further elaborate how to enhance consumers’ willingness to shift to sustainable food consumption by appropriate regulation and monitoring framework.

The target audience includes international scholars, researchers, agricultural industry as well as the general public.

Speaker: Dr May Chu, Assistant Professor, Institute of Local Government Studies, University of Birmingham

Host: Prof Hon Ming Lam,Professor, School of Life Sciences, and Director of SKLA, AoE and SeedTEC, CUHK

Language: English

https://youtu.be/q6K74E98VTg?si=KNmPQqVAFBN-wAWY