Illustration depicting a consumer examining food in a Chinese market, with a government official in the background.

Food Fight in China: How Consumer Anxiety Shapes the Market and State

Soraya Malik in Culture & Society December 2025 • 4 min read.

"From Fake Food to State Regulation: Understanding the Moral Economy of China's Food System"

In contemporary China, a pervasive sense of unease surrounds the food supply. Stories of tainted products and substandard ingredients are commonplace, leading to widespread consumer anxiety. But this isn't just a matter of bad products; it's a window into a deeper struggle over trust, fairness, and the role of the state in a rapidly changing society.

This article explores the 'moral imaginings' of the market in China, focusing on how consumer perceptions of injustice shape their expectations of state action. It delves into the history of food safety issues, drawing parallels to the past and examining how consumers articulate their demands for a fair and safe marketplace. By understanding these dynamics, we can gain a richer understanding of the relationship between citizens, the market, and the state.

This analysis draws on the work of Erika Kuever's research, focusing on the role of the state, consumer citizen engagement, and the historical context of China's food safety challenges. It reveals how consumer actions reflect a moral economy framework, leading to discussions on how societal values shape the market.

The Moral Economy: Beyond the Basics of Buying and Selling

Illustration depicting a consumer examining food in a Chinese market, with a government official in the background.

The concept of a moral economy goes beyond the simple exchange of goods and money. It's about the expectations, obligations, and values that shape how people interact within a market. In China, these moral considerations are deeply intertwined with the actions of the state.

Kuever highlights how Chinese consumers often frame their concerns not just in terms of individual transactions, but in terms of the state's responsibility to ensure fairness and protect citizens. Consumers are increasingly aware of the fact that they have no power in front of industries and need the state to protect them. In this framework, the law and state institutions are seen as key players.

The law defines the roles of consumers and sellers, but citizens express expectations of the state role.
The moral economy framework considers the role of the state in regulating the market.
Consumers express their understanding of the state's role in the market.

This moral economy framework is critical for understanding the persistence of problems like fake and dangerous goods. It reveals a deeper sense of distrust and a belief that the state must play a strong role in creating a just market environment.

Looking Ahead: The Ongoing Evolution of Trust and Regulation

The story of food safety in China is a complex one, involving historical legacies, economic transformations, and the ongoing struggle for consumer rights. As China continues to develop, addressing consumer concerns and fostering trust in both the market and the state will be crucial for building a sustainable and equitable society. The moral economy framework provides a valuable lens for understanding these ongoing challenges and the path forward.

About this Article -

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Everything You Need To Know

What is the 'moral economy' and how does it relate to the food market in China?

The 'moral economy' goes beyond simple market transactions, encompassing the values, expectations, and obligations that govern market interactions. In China, the moral economy framework highlights how consumers view the state's role in ensuring fairness and safety within the food market. This framework emphasizes that consumers assess their transactions not just on the product's price or quality but also on the perceived justice of the market and the state's responsibility to uphold it. This perspective, as explored by Erika Kuever's research, influences consumer behavior and expectations, revealing a deeper understanding of the relationship between citizens, the market, and the state.

Why are Chinese consumers so anxious about food safety, and what are the implications of this anxiety?

Chinese consumers experience significant anxiety regarding food safety due to the prevalence of tainted products and substandard ingredients. This anxiety stems from a history of food safety issues and a general distrust in the market. The implications are far-reaching, affecting consumer behavior, shaping expectations of state intervention, and influencing the overall dynamics of the market. These anxieties, as explored through the moral economy framework, reflect a broader concern for fairness, justice, and the state's role in protecting citizens. This also reveals how consumers want to engage and hold the state accountable for food safety and the role of law and institutions to protect them.

How does the state's role in China's food market shape consumer perceptions and actions?

The state's role is central to consumer perceptions and actions within the food market. Chinese consumers often frame their concerns around the state's responsibility to ensure fairness and protect citizens. Consumers expect the state to regulate the market, enforce laws, and create a just environment. These expectations and the perceived fulfillment of these roles influence consumer trust and engagement. The moral economy framework highlights how consumers' trust (or lack thereof) in the state impacts their behavior and their articulation of demands for a safe and fair marketplace. This is critical for understanding the persistence of issues like fake and dangerous goods.

What historical context is relevant to understanding food safety concerns in China?

Understanding the historical context is crucial to understanding the ongoing food safety concerns in China. The history of food safety challenges, including past incidents and regulatory responses, has shaped consumer perceptions and expectations. These historical legacies inform the current anxieties and influence how consumers view the roles of the state and the market. Erika Kuever's research provides valuable insights into this historical dimension, allowing for a deeper understanding of the persistent issues and ongoing struggles for consumer rights and state's role in regulating.

How can the 'moral economy framework' help build a more sustainable and equitable society in China?

The 'moral economy framework' provides a valuable lens for understanding the interplay of consumer anxieties, market dynamics, and state regulation. By focusing on the values, expectations, and obligations that shape market interactions, the framework reveals the underlying drivers of consumer behavior and trust. Addressing consumer concerns, fostering trust in both the market and the state, and promoting fairness and justice are critical for building a sustainable and equitable society. By understanding how citizens perceive the state's role and the impact of these perceptions, as explored through the moral economy framework, it is possible to chart a path forward that addresses the ongoing challenges and promotes a more just marketplace.