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PurposeDespite the availability of new buyers and the possibility to receive higher prices, still large numbers of smallholder farmers do not participate in the modern supply chains. This study aims to understand the factors that affect smallholder farmers' participation in a newly emerging modern supply chain context.Design/methodology/approachData were collected from 6 focus groups of farmers (67 farmers in total) and 14 interviews with market actors and key informants such as government officials and donor organisations.FindingsInfluential factors of farmers' participation in the modern chain include buyer attributes and transaction conditions. High prices and prompt payment are the key motivators, with the main inhibitors being personal relationships with buyers and strict market requirements related to quality and quantity supplied.Practical implicationsIn order to encourage smallholder farmer participation in modern chains, an expansion of the marketing of high-quality vegetables by implementing quality control mechanisms and the encouragement to adopt safe marketing practices is needed. These results are particularly relevant for practitioners and policymakers.Originality/valueMost research to date concentrates on farmers' socioeconomic characteristics and are based in countries with advanced modern chains, and rarely focus on farmer participation in countries where modern chains are relatively new. This study addresses this gap by analysing farmer preferences to engage in the context of a country experiencing the emergence of trade through modern vegetable supply chain system.

This paper examines consumer co-operatives and members' perceptions of food safety. Japan is an ideal place to study given it is undoubtedly the 'best example of a successful consumer co-operative sector in the postwar period' (Birchall, 2002, p. 79). While some co-operatives have evolved into a considerable political force, not all consumer co-operatives are as large or as politically active. This study qualitatively explores the views of the members of two small, less politically active co-operatives in Tokushima. Of particular relevance are the types of produce being consumed by members, and why (and how) purchasing behaviour has been shaped by food safety concerns, post-Fukushima.

The increasing dominance of the Asia-Pacific region as a source of international business growth has created a dynamic and complex business environment. For this reason, a sound understanding of regional economies, communities and operational challenges is critical for any international business manager working in a global context. With an emphasis on 'doing business in Asia', Contemporary International Business in the Asia-Pacific Region addresses topics that are driving international business today. Providing content and research that is accessible to local and international students, this text introduces core business concepts and comprehensively covers a range of key areas, including trade and economic development, dimensions of culture, business planning and strategy development, research and marketing, and employee development in cross-cultural contexts. Written by authors with industry experience and academic expertise, Contemporary International Business in the Asia-Pacific Region is an essential resource for students of business and management.

PurposeThis study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation.Design/methodology/approachThe data were collected from 386 customers via an online survey in the context of Australian food retail franchise stores in China.FindingsThe findings indicate that COO origin is an important determinant of customer expectations including service quality, social value, emotional value, monetary price, behavioural price and reputation. Furthermore, the only social value was a significant predictor of willingness to pay. Although the direct effect of COO on willingness to purchase was not significant, the COO had a significant indirect effect on willingness to pay via social value. Finally, the COO has a stronger effect on monetary price expectation among customers who were aware of the country brands than those who were unaware.Originality/valueThe study extends the body of knowledge related to the effect of COO during the pre-purchase process and provides important implications for retailers who are looking to enter an overseas market such as China.