中国大都市における食品認証制度の普及促進効果: 大連市の中間所得層の消費者を対象とした実証分析

Recently, Chinese Government has introduced food certification systems attributed to the food safety issue. The main purpose of these systems is to differentiate between high and low quality goods. Most previous surveys analyze the rates of "perception" and "purchasing experiences" of certified goods, in order to evaluate the promotion effect of these certification systems. However, the above indicators were theoretically inadequate from the point of view of certification system. To more robust of former studies, we propose a new indicator, which is the rate of "continuous purchasing goods with a certification mark after comprehending this system". Results from consumer survey conducted in Dalian city, shows that only 38% for Green Food and 24% for No Pollution Food among observations are willing to continue purchasing certified food after understanding this system. Besides, 30% of observations are purchasing Green Food continuously without comprehending. Therefore, promotion effort is prerequisite to secure the availability of consumer's choice in China.