Consumers' perceptions of quality and safety for grape products

Purpose – Chinese consumers have increased their consumption of grape products in recent years due to recognition of the nutritional value of grapes. At the same time, consumers are paying more attention to food safety because of the occasional occurrence of food safety scares. Based on a survey of consumers in Zhejiang, China, this paper aims to understand and provide information on consumers' perceptions of quality and safety for grape products, purchasing behavior, and willingness to pay (WTP) for grape products.Design/methodology/approach – This paper presents the results of empirical research. The survey method was a direct (face‐to‐face) interview based on a standardized questionnaire. Consumers' perceptions of the quality and safety of grape products were examined, together with consumers' demographic characteristics.Findings – The results indicate that quality and safety, rather than price, are considered the most important factors that affect consumers' purchasing decisions for grape products. Co...