| In May 2017,the Chinese government issued the <Vision and Action Outline for Promoting the "One Belt and One Road" Agricultural Cooperation>,which further strengthens the top-level design of the "Belt and Road" agricultural cooperation.It is of great significance to promote the agricultural cooperation in the "Belt and Road" construction.However,at present,there are few in-depth studies on foreign consumers by domestic scholars,especially the systematic in-depth studies on the evaluation of Chinese fruit and vegetable products by foreign consumers,which is not commensurate with the implementation of the "going out" strategy of Chinese fruit and vegetable industry.China’s national image in the world are mixed,and at the same time for Chinese products image were generally lower,even in the national image evaluation is higher in Pakistan,its consumer product evaluation in China also is not high,and our government and enterprises in propaganda and the products are exported to foreign countries,the lack of relevant policies and mechanisms of the construction of the image,product export profit is not high in our country.Therefore,what are the ways and purposes for foreign consumers to obtain information about the country of origin of fruit and vegetable products? How do consumers perceive country-of-origin label information? What is the willingness to pay for the different attributes of the country of origin? How does the image of the country of origin affect foreign consumers’ evaluation of fruit and vegetable products? What are the views of foreign experts and scholars on the impact of the country of origin labelling policy? At the same time,in the construction of the China-Pakistan Economic Corridor,how to make full use of the opportunity of the construction of the China-Pakistan Economic Corridor and the national emotional foundation of "China-Pakistan Friendship Long Live",how to create the "national name card" of Chinese fruit and vegetable products and win foreign reputation for Chinese fruit and vegetable products?This paper takes Pakistan,a developing country,as the research background.The first chapter briefly describes the research background,methods and technical route.The second chapter analyzes the theoretical basis of this paper,and reviews relevant domestic and foreign literatures such as country of origin effect,country of origin image and food country of origin labeling.The third chapter analyzes the current situation and potential of fruit and vegetable products trade between China and Pakistan as well as the main source countries and product structure of fruit and vegetable products in Pakistan.The fourth chapter adopts the questionnaire survey to analyze the ways and purposes of Pakistani consumers to obtain the information of the country of origin of fruit and vegetable products,and analyzes the cognitive degree of different fruit and vegetable product labels.The fifth chapter uses the method of choice experiment to analyze the willingness to pay of Pakistani consumers to different countries of origin of fruits and vegetables.The sixth chapter constructs the theoretical framework of the country of origin image to the evaluation of consumer products,elaborates the different dimensions of the country of origin image,and discusses the mechanism of the impact of the country of origin image on the evaluation of consumer fruit and vegetable products.Chapter 7 discusses the impact of the country of origin labelling policy on fruit and vegetable products from the perspective of Pakistani experts and scholars.The eighth chapter summarizes the conclusions and deficiencies,and puts forward the policy suggestions and research prospects of this paper.The main conclusions of this paper are as follows:Firstly,there are both opportunities and challenges in the trade of fruits and vegetables between China and Pakistan.China should seize the opportunities provided by the construction of the China-Pakistan Economic Corridor and at the same time make good use of the mass base of "Long Live China-Pakistan Friendship" to meet the challenges.It is obvious of Chinese fruit and vegetable products’ advantages and disadvantages in the Pakistani market.Opportunities and challenges coexist,the biggest of which is the construction of the China-Pakistan Economic Corridor.Therefore,China should make full use of the good foundation of "Long Live China-Pakistan Friendship" to create a "national name card" for Chinese fruit and vegetable products under the opportunities of improved transportation conditions between China and Pakistan,increased income of Pakistani residents,increased influence of Chinese enterprises in the Pakistani market and recognition of Chinese products by Pakistani consumers.Secondly,for Pakistani consumers,they not only envy the high-tech level and developed comprehensive national strength of the United States,but also have negative national emotions towards the United States due to the war and other reasons.While for local consumers in China,the quality is poor,the price is low and the food is unsafe.However,due to the history of friendly exchanges between the two countries,the Pakistani people generally have a positive national sentiment towards China.And Pakistan is the home country of Pakistani consumers.Therefore,Pakistani consumers have different willingness to pay for the three countries,indicating that Pakistani consumers have different willingness to pay for the countries represented by national sentiment,technology level and awareness of domestic goods,which confirms the existence of the country of origin effect in the Pakistani market.Thirdly,the source of fruit and vegetable products to consumer information acquisition and cognition research found that the price is still the most important factors in the fruit and vegetable product selection,but the source of information as external cues of fruit and vegetable product selection,to taste,the evaluation of quality,nutrition and other internal clues,sources are important basis and evaluation;At the same time,consumers will constantly improve their purchasing habits according to the information of the country of origin,and consumers have a wide range of ways to obtain information of the country of origin,indicating that consumers pay more attention to the acquisition and search of clues of the country of origin.Finally,the analysis results of the meanings of information from different countries of origin show that Pakistani consumers have great differences in understanding and cognition of information from different countries of origin.Fourthly,different dimensions of the image of the country of origin of fruit and vegetable products have different effects on product evaluation.The cognitive dimension of national image includes natural factors(climate and natural landscape)and human factors(manufacturing power and creativity).A certain component of national image has different effects on the evaluation of different products.The natural dimension of national image affects consumers’ evaluation of fresh fruit and vegetable products from different countries,but does not affect consumers’ evaluation of technology-based processed fruit and vegetable products.The dimension of manufacturing power affects the evaluation of processed fruit and vegetable products,but does not affect the evaluation of fresh fruit and vegetable products.Fifthly,the country of origin label of fruit and vegetable products can guarantee consumers’ right to know,and it will also have an impact on international trade,but it has little impact on trade protectionism,and ultimately it is subject to consumers’ approval.The worldwide standardisation of country of origin labelling for fruit and vegetable products will help to reduce confusion caused by different labelling standards.Our government and enterprises in formulating relevant policies and strategies,as well as from the current market situation,at the same time also want to consider the future subject to compulsory origin label after may bring the negative impact of the national image and product image of the building as soon as possible and the promotion,make national image is conducive to product sales of a business card. |
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