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The Chinese Organic Market: Challenges and Opportunities for European Companies

de Callataÿ, Roxane
(2016)

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DECALLATAY_66351100_2016.pdf
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DECALLATAY_66351100_2016_ANNEXES.pdf
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Details

Supervisors
Defraigne, Jean-Christophe
Faculty
Louvain School of Management
Degree label
Master [120] en Ingénieur de gestion
Abstract
This thesis aims at guiding European companies in their conquest of the Chinese organic market. It covers an in-depth analysis of the marketplace and an extensive literature review of its consumers with a view to providing insights into the attitudes of Chinese organic consumers, their preferences and purchase behaviours. To complement theory, the case of Belvas SA, a Belgian manufacturer of organic fair-trade chocolate based in Ghislenghien (Hainaut), is meant to support and illustrate the problematic. Furthermore, a field research, structured around four specific research questions related to the mind-set of Chinese consumers, has been conducted in Beijing throughout June 2016 to present a comprehensive picture of the current habits and beliefs in China. To sum up, this thesis builds further on the current international business knowledge of the Chinese organic market and is interesting for European companies willing to export organic food to China because concrete recommendations are given on how to address this particular market.