Reputation Crisis and Binary Structure of Food Eco-labeling in China —How Do They Shape Business Model of Organic Food Companies?

摘要

Environmental protection schemes triggered by economic motivation have appeared worldwide. The food eco-labeling system, developed together with organic food, is the key to the growth of organic agriculture in China. This paper attempts to explain two main problems confronting this system: potential trust crisis and binary structure and how their interaction with consumers actually helps shape different business models of organic food companies. This clarification will enable us to predict the organic market development and suggest possible solutions. It is also instrumental in testifying whether this kind of system triggered by profit yet aimed at environmental protection would actually fulfill its purpose and sustain its own development.