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PurposeFamily dinner on Lunar New Year's Eve is the most important and most ritualized feast for families in China. It is the time for the entire family to reunite. Families gather together to reflect their past and talk about the future. Through the lens of consumer culture theories, this study explores how Chinese consumers construct family identity.Design/methodology/approachBased on constant comparative analysis of primary data including in-depth interviews and participant observation, and secondary data including historical archives, cultural tracing, documentary reports and essays, the authors deconstruct the consumption rituals of family dinner on Chinese Lunar New Year's Eve. The authors focus on four aspects, including participants, place, time and related activities, and analyze Chinese consumers' ritual experiences.FindingsThe authors’ findings show how young consumers construct and strengthen individual self-identity, relational identity and family identity in various ways through consumption and ritual practices during Chinese Lunar New Year celebration.Originality/valueThe study of family dinner on Lunar New Year's Eve helps the authors understand contemporary consumer culture in three aspects. First, it helps the authors understand the relationship between consumption and culture. Second, the study shows the changes and continuities of consumption rituals. Third, the research highlights the experience of “home” among contemporary Chinese consumers.

The nutrition facts table is a nutrition labeling tool designed to inform consumers of food nutritional contents and enable them to make healthier choices by comparing the nutritional values of similar foods. However, its adoption level is considerably low in China. This study employed the Chi-squared Automatic Interaction Detection (CHAID) algorithm to explore the factors associated with respondents’ adoption of nutrition facts table to compare the nutritional values of similar foods. Data were gathered through a nationally representative online survey of 1500 samples. Results suggested that consumers’ comprehension of the nutrition facts table was a direct explanatory factor for its use. The usage was also indirectly explained by people’s nutrition knowledge, the usage of nutrition facts table by their relatives and friends, and their focus on a healthy diet. Therefore, to increase the use of nutrition facts table by Chinese consumers, the first consideration should be given to enhancing consumers’ comprehension of the labeling

In recent years, brand crises and greenwashing events have become common for Chinese consumers. However, compared to ordinary brands, it is more challenging for green brands to rebuild trust relationships with consumers after a green brand crisis due to their unique energy-saving and environmental protection attributes. The impact mechanism of green brand crises on consumer trust is complicated. To evaluate the different effects of different types of crises, this study used a sample of more than 1000 questionnaires to allow a regressive analysis, robustness test, endogenous test, mechanism test, and heterogeneity analysis. The study’s results show that product functional and value-related crises harm green brand trust, and both brand perceived value and perceived risk play an intermediary role in the mechanism. Brand familiarity plays an essential role in the relationship between the green brand crisis and green brand trust.

As an excellent management tool, service guarantee can improve the competitive advantage of enterprises and allow consumers to obtain high-quality products and services. However, in the current Chinese context, this tool has not played its proper function. One important reason is the perception deviation of Chinese consumers. This research analyzes the main reasons for this deviation, puts forward related hypotheses and research models, and discusses the influence of disposition to trust of contract, perceived structural assurance (PSA), and subjective norm on service guarantee perception (SGP). Also, this study discusses SGP of customers through perceived risk and quality. Through the verification of 574 sample data, the main conclusions are as follows: (1) Disposition to trust of contract, subjective norms, and PSA significantly affect SGP positively; (2) SGP positively affects customer value (CUV); and (3) SGP s are obviously different between people of different ages, education levels, and income levels. Hopefully, these conclusions can have the following enlightenment to enterprises serving Chinese consumers: (1) in the designing stage of service guarantee, perception of customers of this guarantee should be a consideration; (2) CUV can be a proper direction if an enterprise wish to lead the guarantee perception of the customer; (3) Not all products need the same level of service guarantee; and (4)The proper service guarantee level depends on various statistical characteristics of target customers of the service.

Many Chinese consumers believe the service attitude of salespeople is very important for consumers to buy a product. However, compare with many local China enterprises, many international enterprises do not seem to realise it. Which generals the question: are consumers’ motivations for purchasing from these two types of enterprises different? The paper describes using an international shopping mall (A) and a Chinese shopping mall (B) as examples. The researchers randomly distributed a questionnaire survey to 110 consumers and analysis questionnaire result via the stepwise regression model. The researchers found consumers purchase goods from international enterprises (A) because of gender, and consumers buy goods from Chinese enterprise (B) as their age and the service attitude of salespeople. This paper confirms that the service attitude of salespeople may not the advantage of international enterprises, but the drawback of the research does not consider consumers to have different purchase motives for different enterprises. In the conclusion, the researchers posit that future research should examine whether consumers’ purchase motivations affect international companies to make profit in the Chinese market

PurposeThis study aims to explore the degree of Chinese consumers' trust and confidence in the Chinese dairy products supply chain and the relationships between trust and overall confidence in dairy products safety and quality.Design/methodology/approachThis study collected data from 1,278 respondents by field survey from five provinces of China. The data were analyzed using ordered logit model.FindingsThis study shows the following results: (1) Chinese consumer confidence in domestic dairy products and trust in actors of the dairy chain are at a moderate-to-low level. (2) Government regulators are considered to take the most responsibility, with both an optimism-enhancing and a pessimism-reducing effect (the former effect is greater), while perceived trust in dairy farmers and retailers has little effect. (3) Perceived care has both an optimism-enhancing and a pessimism-reducing effect, and the former effect is stronger. Competence and openness have an optimism-enhancing effect and a pessimism-reducing effect, respectively. (4) The importance of the three dimensions of trust related to optimism-increasing and pessimism-reduction is limited, except in the case of government regulators.Originality/valueThis study contributes to a better understanding of consumer trust in food safety and also help demonstrate to the actors and institutions involved in the dairy supply chain the best way to improve the performance of their duties to meet the consumers' needs for safe and quality dairy products.

The COVID-19 pandemic brought profound changes to all corners of society and affected people in every aspect of their lives. This survey-based study investigated how household food related matters such as food sourcing and consumption behaviors of 2,126 Chinese consumers in different age groups changed approximately two months into the COVID-19 quarantine. A new food sourcing mechanism, community-based online group grocery-ordering (CoGGO), was widely adopted by households, particularly among the youngest group studied (18–24 years of age). The same group showed a higher confidence in the food supply system during the quarantine and a greater propensity for weight gain while staying-at-home. The more mature age group (≥35 years of age) showed heightened vigilance and awareness, with fewer grocery-shopping trips, a higher tendency for purchasing extra food, and less tendency to waste food. Survey findings of the new food-sourcing mechanism, attitudes to food, and changes in behavior among different age groups provide valuable insights to guide policies and management interventions to address matters pertaining to food supply and distribution, food access and household food security, and food waste reduction.