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Green food is perceived by Chinese consumers as environmentally friendly and safe to consume. Through a hierarchical values-attitudes model, the paper examines the degree to which attitudes towards green food is determined by consumers’ values and their general attitudes towards environment and nature and technological progress. The link between collectivism, attitudes towards environment and nature, and attitudes towards green food is the strongest link of the hierarchical model. However, collectivism also influences attitudes towards technological progress, which in turn influence attitudes towards green food. This finding, coupled with the lack of significant relationship between individualism and attitudes towards technological progress point towards the conclusion that the belief of Chinese people that technology is a positive determinant of food safety and environmental friendliness in food production steams from altruistic predispositions, which in turn influence (positively) Chinese consumers’ attitudes towards technology.


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