Based on survey data from Ji’nan city and some other cities in Shandong province, this paper conducted a research on consumers' perception degree of the food safety risk, and the awareness degree about organic food. Then taking organic milk as an example, the factors affecting the...

Purpose Unlike some developed countries, Chinese food safety certification system is multi-level including organic/green/hazard-free certifications. The purpose of this paper is to assess consumers’ preferences for tomatoes carrying these different labels. Design/methodology/approach Data used...