The role of social media in shaping chinese consumers’ attitudes towards organic food

• Authors: Karolina Łopacińska

Title variants

PL

Rola social mediów w kształtowaniu postaw chińskich konsumentów wobec żywności ekologicznej

Abstracts

EN

This study explores the role of social media in shaping the attitudes of Chinese Generation Y and Z consumers toward organic food. Using a mixed-method approach, it combines a review of existing literature with a quantitative empirical survey conducted in 2022 among 1,012 Chinese users of popular social media platforms such as WeChat and Sina Weibo. The research investigates consumer perceptions of information shared via social media, the credibility of this information, and its impact on cognitive, emotional, and behavioral components of consumer attitudes. Additionally, the study examines the factors motivating or deterring organic food purchases and highlights generational differences in using social media as an information source. The findings emphasize the significant role of social media in promoting sustainable consumption practices in China and underline its potential as a vital tool in aligning consumer behavior with the country’s sustainable development goals. Directions for future research on social media's influence on consumer attitudes and purchasing decisions are also proposed.

Keywords

EN

organic food; social media; Chinese consumers attitudes

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2024
• Volume: 54
• Issue: 4
• Pages: 1-24

Dates

published

2024

Contributors

author

Karolina Łopacińska

• Wroclaw University of Economics and Business, Wrocław, Poland

• https://orcid.org/0000000309339863

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Identifiers

DOI

10.2478/minib-2024-0019

Biblioteka Nauki

59193127