Understanding Chinese consumers' safety perceptions of dairy products: A qualitative study

Purpose: Dairy products are an essential part of a healthy diet, and dairy is an emerging food industry in China. Meanwhile, the dairy industry is one of the “disaster zones” with quality and safety issues occurring more frequently in its supply chain than in others. Based on qualitative research focused on consumers in the Northwest and South of China, the present study aims to understand and provide information on consumer perception of food safety in dairy products. Design/methodology/approach: Nine focus group interviews were carried out from January to April 2018. Altogether, 61 participants (24 males, 37 females, aged 18-60 years) were recruited in four cities. Qualitative content analysis of the data was conducted using Nvivo version 11.4.0. Findings: A high concern with the safety of dairy products is widespread, particularly among 18 participants with children, who are especially worried about the safety of dairy products. High prevalence of food safety incidents causes consumers to lower their confidence in food safety, and make them pay more attention to the news about food safety incidents. Consumers tend to become less sensitive to price, focusing more on food safety and quality, while purchasing dairy products. Brand and purchase venue are the most important indicators for consumers to determine the quality of dairy products. Safety certification becomes increasingly important. Originality/value: This paper explores the Chinese consumers' perception of food safety and dairy products, consumers' behaviour concerning dairy products based on focus group interviews with consumers. This study offers valuable insights to members of academia, food suppliers and policy-makers.