The Role of Social Media in Shaping Chinese Consumers’ Attitudes Towards Organic Food

Abstract

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

• organic food
• social media
• chinese consumers attitudes
• żywność ekologiczna
• social media
• postawy chińskich konsumentów
• d1
• m3