Perceptual maps analysis for organic food consumers in China: a study on Shanghai consumers

Although in Europe and in the USA many studies focus on organic, little is known on the topic in China. This research provides an insight on Shanghai consumers’ perception of organic, aiming at understanding and representing in graphic form the network of mental associations that stems from the organic concept. To acquire, process and aggregate the individual networks it was used the “Brand concept mapping” methodology (Roedder et al., 2006), while the data analysis was carried out also using analytic procedures. The results achieved suggest that organic food is perceived as healthy, safe and costly. Although these attributes are pretty much consistent with the European perception, some relevant differences emerged. First, organic is not necessarily synonymous with natural product in China, also due to a poor translation of the term in the Chinese language that conveys the idea of a manufactured product. Secondly, the organic label has to deal with the competition with the green food label in terms of image and positioning on the market, since they are easily associated and often confused. “Environmental protection” also emerged as relevant association, while the ethical and social values were not mentioned. In conclusion, health care and security concerns are the factors that influence most the food consumption in China (many people are so concerned about food safety that they found it difficult to shop), and the associations “Safe”, “Pure and natural”, “without chemicals” and “healthy” have been identified as the best candidates for leveraging a sound image of organic food .

The engagement of yugoslav technical cooperation experts in post-colonial Algeria (1962-1990). A global microhistory of east-south relations

The venture of socialist Eastern Europe in assisting the development efforts of the post-colonial countries opened up official migratory channels to the Global South for a specific labour group engaged under international technical cooperation programmes. By taking post-colonial Algeria as a space of East-South interactions and intense inter-socialist competition, the thesis studies labour mobility from socialist Yugoslavia of a heterogeneous group labelled “technical cooperation experts” in the period from 1962 to 1990. While CMEA members dispatched to the country personnel in great numbers, after 1965, Yugoslavia failed to do so. Tracing them beyond the institutional level, the thesis aims at detecting and exposing factors which inhibited the attempts to increase the presence of Yugoslav technical experts in Algeria. It argues that instead of building an alternative, solidarity-based aid model, Yugoslav technical cooperation with the developing countries was reduced to mediation in the employment of highly-skilled labour abroad. The cooperation scheme, which differed from one of its Eastern European counterparts, manifested in the employment and legal status as well as everyday life and work experiences of Yugoslav citizens. Relying on the methodological approach of global microhistory, which strongly favours the micro-historical analysis of primary sources in studying global processes, the thesis provides a more comprehensive and nuanced understanding of Yugoslav globalization endeavours. By shifting the focus to the experiences of ordinary people who were under the strong influence of globalization forces of the Cold War era, the thesis adds a “human” dimension to the history of East-South relations.