The Impact of Organic Food Consumption in China - Thesis Proposal Example

Topic: The Impact of organic food consumption in China: A case study of URBN group of Hotels, in Shanghai, China. Natural and organic foods are produced without using any chemical substances such as pesticides, fertilizers, or even additives. Historically, organic food substances were grown on small farms, which were managed by family members (Baourakis, 2004). These farms were very small, and the target markets for selling these products were small grocery stores. Currently, the consumption of natural and organic foods is very popular. This has led to an increase in the number of farmers who grow such kind of food substances. This is because when the consumption is high, that means that the demand is high (Ronald and Adamchak, 2008). On this basis, farmers will increase their production, for purposes of satisfying the demands of organic food substances. The evidence of this statement is seen on the number of organic food retailers, such as Wild Oats Markets, and Whole Food Market (Egendorf, 2006). These are American companies responsible for supplying organic foods into the market. China is one of the largest markets for organic food substances. The Chinese people are very keen when it comes to the consumption of foods that are not organic. This is because some of the un-organic food substances may make an individual to be vulnerable to diseases (Baourakis, 2004). This includes diseases such as diabetes, cancer, or even obesity. Cancer is a medical condition that may emanate from the use of certain minerals such as phosphates, and nitrates. These are some of the substances found in a fertilizer. This is an indication that non-organic food substances may be dangerous to the health of an individual (Ronald and Adamchak, 2008). The Chinese people are therefore justified when they prefer consuming organic and natural foods (Palmer, 2008). Because of the large number of the Chinese people, China is a very luxurious market for organic foods. This means that many multinational and local agricultural companies will want to invest in China. Organic food companies such as Whole Food Market and Wild Oats have a heavy presence in the Chinese market. Local Chinese companies have also invested heavily in the production and retailing of organic food substances. A good example is the URBN group of hotels, with its head-quarters in Shanghai China. This company is well known for producing and selling organic food substances to its customers (Baourakis, 2004). The URBN hotel has a group of farmers, located in rural China, who are mainly responsible for supplying organic food to it. The success of such kind of a hotel, and the international attention that the organic food market in China receives is a motivation to study on this topic (Egendorf, 2006). It will provide an understanding on why the organic food substances have become popular today, and their impact to the people consuming them, and the companies responsible for selling and producing these food substances. Thesis Statement: The rise of the URBN group of hotels is attributed to their production and sale of organic food substances. Aims and Objectives of the Research: The aim of this study is to analyze the impact of consuming organic food substances in China. This is by using the case study of the URBN group of hotels. This research has the following three objectives, To study the Chinese organic food market. To study the business practices of the URBN group of hotels. To study the advantages of consuming organic food substances. To study the disadvantages of consuming organic food substances. To study the Chinese government policy in regard to the consumption of organic food substances. Literature Review: Consumption of organic foods in China is a very controversial topic. China is one of the fastest growing countries in the world and it has a large market for organic foods. The population of the country is approximately 1.5 billion people. This is a large and lucrative market for any business personality (Egendorf, 2006). This is the main reason why multi-national organizations are rushing to invest in the Chinese market. This includes organic food manufacturers such as Whole Food Markets, and Wild Oats. The Chinese people value organic foods, when compared to non-organic foods (Baourakis, 2004). This is because of their cultural backgrounds and traditions. The following statistics indicate the regions that produce organic food substances (Zweigenbaum, 2011). Oceania 39% Latin America 19% Europe 23% Africa 19% By looking at this statistics, it is possible to denote that the regions that have a large consumption of organic foods include Oceania and Europe. China comprises of large swathes of land, and its people are greatly involved in agriculture. It is only through the practice of extensive agriculture that the government of China will manage to feed its people. The government strongly recommends the consumption of organic food substances amongst the Chinese people (Egendorf, 2006). This is the reason why large indigenous hotel chains have arisen in China. A good example of such hotels is Zense group of hotels, and URBN group of hotels. Zense group of hotels is famous for its production of organic foods. These hotels have a considerable presence in the Shenzen region of China, and one of its main marketing strategies is to sensitize people on the availability of organic foods in their stores (Baourakis, 2004). This is the same strategy that URBN group of hotels employs, for purposes of selling or penetrating their target market in Shanghai. The Chinese people are highly prepared to pay high prices for the consumption of organic foods. This is because they are aware of the health benefits that come with the consumption of these types of foods substances (Baourakis, 2004). Another reason for the rise in the demand of organic food substances in China is the various food scandals found in the country. China has experienced a series of food scandals, and this includes rat meat, being sold as mutton, and baby foods that are laced with melamine. These are serious food scandals, and consumption of such food substances can lead to the emergence of chronic diseases, or even stomach diseases. The sales of organic food substances in China reached 13 billion dollars as of the year 2012. Furthermore, the sale of packaged food substances such as cereals and honey increased on a considerable note. That is by 46% in the year 2012. This is an indication that these food substances are popular in China. However, there are a variety of reasons that emerge against the consumption of organic food substances in China. One of the most notable reason given to the problems that emerge in the consumption of organic foods is lack of ethical practices by organizations selling these foods (Baourakis, 2004). Because of the popularity of organic foods, most Chinese retailing organizations begin to mislead their potential customers on the availability of these organic foods. Following ethics in the consumption and production of organic foods is of utmost importance (Egendorf, 2006). Lack of ethical practices in the Chinese food market is the reason for the preference of organic food substances in China. The good example is the wide scale mutton-rat scandal, whereby people were selling rat meat, as muttons. This is unethical practice that can result to serious health implications (Egendorf, 2006). It is important to explain that the Chinese government does not have a clear definition of the term organic foods. However, organic foods are considered to be food substances that are produced without the use of fertilizers or scientific methods (Palmer, 2008). Once they are taken to the market, it is difficult for an individual to know which an organic food, and which is not. It is based on these facts, that it is possible to manipulate customers and sale food substances that are not organic (Baourakis, 2004). The URBN group of hotels is aware of these facts, and has initiated a series of policies aimed at protecting its consumers from eating foods which are not organic. The URBN group of hotels has invested heavily on agricultural farmlands. This is for purposes of producing its own agricultural foods. This strategy is highly successful and it has managed to achieve a positive brand name (Baourakis, 2004). The government of China is also concerned on the type of people who sale organic foods in China. To engage in this trade, it is essential for a business person to have a license. Multi-national companies are supposed to pay 30,000 dollars as a license fee. Furthermore, their activities are heavily regulated, and this is to ensure that they do not engage in other activities, other than what they are licensed to undertake. China has also initiated measures of ensuring that its people are able to grow organic foods. The government has established a system whereby village elders are placed in charge of farmer’s cooperatives. This is for purposes of protecting the interests of these farmers, and ensuring that whatever they produce is of high quality (Egendorf, 2006). One important theoretical framework that explains the consumption of organic foods is theory of planned behavior. This theoretical framework is able to link behavior of an individual, with their various beliefs. According to this theoretical framework, an attitude towards a certain issue helps in shaping the behaviors and intentions of people regarding the issue (Baourakis, 2004). For example, an increased consumption of organic foods in China is attributed to the perceptions that people have towards genetically modified foods. The increase in the consumption of organic foods in China emerged because of the beliefs that other foods are harmful to the health of an individual. The Chinese believe that non-organic food substances are not healthy for consumption, and can lead to the emergence of diseases and poor health. It is therefore essential to stop their consumption. China is not the only country that consumes organic foods. Outline of Study Design and Methods: This research will use the cross sectional study design. These designs are always aimed at finding the prevalence of a problem, phenomenon, issue or study through a snap-shot of the population under consideration (Zikmund, 2013). This situation aims at obtaining the overall picture of the study under consideration. For example, this research aims at studying the impact of organic food consumption in China (Creswell and Clark, 2007). This is by using the URBN group of hotels. The use of the cross sectional study will assist in analyzing the attitudes of the Chinese, and the reasons why URBN group of hotels managed to achieve a sense of high profitability. Under this study, the researcher will mainly focus on the URBN group of hotels. The intention of the researcher is to gain an understanding on the types of food that URBN produces, and their impact on its business operations. The following is an outline of the study design (Belk, 2010), Collection of any information pertaining to the policies of URBN group of hotels. Examining the perception of the Chinese in regard to using organic and non-organic foods. Examining the kind of food products that URBN group of hotels provides for its customers. Examining the quality of these foods, and their methods of preparation. Examining the areas where URBN group of hotels finds its supplies. The researcher would use secondary methods of data collection, while carrying out this research. Under secondary methods of data collection, the research will use books, journals, newspaper articles, and the internet. This is for purposes of collecting data. While using the internet, the researcher will mainly rely on the website of the company, one which is operated by the government, and the websites managed by food advocacy groups (Belk, 2010). This is for purposes of finding their opinions regarding the consumption of organic foods in China. The website operated by URBN is an important source of information. The researcher aims at finding any information pertaining to the products of the company and how they are produced from its website. The use of the websites is advantageous, because the internet is a readily available resource (Creswell and Clark, 2007). It is easy for the researcher to access the internet, and the various websites under consideration. The major challenge that the researcher would find is that some information from the internet may be exaggerated or false. To mitigate on this situation, the researcher will have to use books and newspaper articles for purposes of clarifying and comparing the information obtained from the internet, and that obtained from books and newspaper articles. The use of books is an important part of this research (Belk, 2010). The researcher will mainly rely on books talking about Chinese cuisines. Books are important because they contain information that a researcher made some careful study about them. In finding these books, the researcher will mainly rely on government libraries, and the library managed by the University (Creswell and Clark, 2007). Newspaper articles are another source of information. The researcher will analyze any information that pertains to the consumption of organic foods in China. Furthermore, the researcher will be concerned on any information that touches on the URBN group of hotels. This is because the researcher aims at finding the answers to the research problems, by studying the URBN group of hotels. The only limitation on newspapers is that most of the information contained in them are opinions, or editorials (Belk, 2010). They are not thoroughly researched; hence it is possible to get inaccurate information from them. This is the reason the researcher will rely mostly on books and journals. The advantage of journals is that they are peer reviewed, and chances are high that the information they give is accurate (Belk, 2010). Research Ethics: While carrying out this research, there will be a need of following the ethical principles of research. One of the ethical principles that the researcher will have to put into consideration is consent. Consent involves a situation whereby the researcher seeks the permission of the supervising officer into conducting this research. This research will not use primary methods of collecting data. This means that there won’t be a need of seeking consent from the participants of the research. However, to maintain ethics, the researcher will concentrate on the line of study that the supervisor agreed on. Failure to do so would amount to unethical practice and it is unacceptable (Creswell and Clark, 2007). Deception is also another unethical practice that the researcher will avoid. Deception entails providing inaccurate information concerning the study, or using another person’s work, without providing the reference. The use of another person’s ideas or information, without providing a citation amounts to plagiarism. Plagiarism is a serious academic offense, and it can lead to the expulsion of a student, or even a court case (Creswell and Clark, 2007). To avoid plagiarism, the researcher will have to cite the sources used in this research. Furthermore, any information that is borrowed and paraphrased must also be acknowledged. Through this method, the researcher will manage to avoid plagiarism. There are different methods of providing citations, and these include the use of Oxford, Harvard, MLA, and APA systems (Creswell and Clark, 2007). The researcher will have to use the best method that is convenient for this research. The researcher would use the APA style of referencing. Another form of deception is providing inaccurate information regarding the issues under research (White and McBurney, 2013). This can either be intentional, or un-intentional. While carrying out the research, it is essential for the researcher to ensure that any information provided is accurate, and up to date. The researcher will manage to achieve this objective by comparing the results of the various sources of data collection, for purposes of finding out whether they are consistent and rhyming with one another (Creswell and Clark, 2007). By following this action, the researcher will manage to rely on the results of the study. Providing inaccurate information will mislead anyone reading the research, and it can result to the failure of the paper. Debriefing is another unethical practice that the researcher will seek to avoid (White and McBurney, 2013). Debriefing involves the use of a spy to obtain information. This type of information is not authorized, and hence it is illegal. Furthermore, this research will mainly use secondary sources of data collection and hence it is not vulnerable to debriefing. Other ethical issues that do not apply to this research include protection of participants, and confidentiality. These are issues that apply to primary methods of data collection. Once this investigation begins, the researcher will ensure the research is completed. This is by making available the necessary resources required for this assignment (Creswell and Clark, 2007). Withdrawal of investigation will amount to time wastage, and it is unacceptable. Data protection is also an essential factor to consider during this research. During this process, the researcher will have to identify the most effective and convenient method of storing data (White and McBurney, 2013). This includes use of wardrobes, and an efficient filing system. Sampling: This research will mostly rely on studying URBN. URBN is a chain of hotels in China, and it operates in Shanghai. In choosing this group of hotels, the researcher used the stratified sampling technique. This is an efficient sampling technique, and it has an effect of reducing a population into sub-population (Hair, 2011). For example, in Shanghai, there are a variety of big hotels operating in the region. The URBN group of hotels has a successful business chain, and hence it will be a good hotel to carry out a case study on. While choosing this hotel, the researcher had to analyze various hotels that provide organic foods, their profitability, and customer ratings (Hair, 2011). The URBN group of hotels achieved high scores in this area. Study Materials, Sources and Request for Ethical Approval: The researcher will mainly use books, journals, the internet, and newspaper articles. The internet is easily accessible, and it is a rich source of information. The researcher will find journals, newspaper articles and books from the school and government libraries. The researcher will also need to seek an ethical approval from the supervisor. This would ensure that all ethical practices are followed. Conclusion: Consumption of organic foods is a popular trend in the current century. Most people prefer to consume organic foods because of health reasons. Organic foods are believed to be healthy for consumption, and chances are high that they do not make an individual to be vulnerable to diseases. On the other hand, non-organic food substances are a danger to the people consuming them. This is because they can lead to the development of chronic illnesses such as cancer, high blood pressure, etc. To avoid these diseases, there is a need of avoiding organic food substances. This research will therefore help in providing an answer on the reasons for the popularity of organic food consumption in China. References: Baourakis, G. (2004). Marketing trends for organic food in the 21st century. River Edge, NJ: World Scientific. Belk, R. W. (2010). Research in consumer behavior. Bingley: Emerald. Creswell, J. W., & Clark, V. L. (2007). Designing and conducting mixed methods research. Thousand Oaks, Calif.: SAGE Publications. Egendorf, L. K. (2006). Food. Detroit: Greenhaven Press, Thomson, Gale. Hair, J. F. (2011). Essentials of business research methods (2nd ed.). Armonk, N.Y.: M.E. Sharpe. Palmer, A. (2008). Food fears from industrial to sustainable food systems. Aldershot, England: Ashgate Pub.. Ronald, P. C., & Adamchak, R. W. (2008). Tomorrows table: organic farming, genetics, and the future of food. New York, N.Y.: Oxford University Press. White, T. L., & McBurney, D. (2013). Research methods (9th ed.). Belmont, CA: Wadsworth, Cengage Learning. Zikmund, W. G. (2013). Business research methods (9th ed.). Mason, OH: South-Western. Zweigenbaum, J. A. (2011). Mass spectrometry in food safety methods and protocols. New York: Humana :. Read More