Negative emotions, positive actions : food safety and consumer intentions to purchase ethical food in China

Although ensuring food safety is still an urgent social issue in China, ethical consumption practices are relatively new, and ethical food is not widely consumed. Chinese consumers often face confusing information about a particular food product's safety and are concerned about the situation. Drawing upon stress coping theory, this study examines whether consumer confusion and negative emotions drive intentions to adopt ethical food. Data collected from a sample of 505 consumers were analyzed using structural equation modeling. The results show that consumer confusion has a significant impact on negative emotions, which in turn influence intentions to purchase ethical food products. This research advances the food preference literature by providing a new perspective on ethical consumption based on coping strategies. The findings are important for policymakers and business leaders seeking to develop and better promote safer and more ethical food programs in China.