The new food consumption models in China: how to protect Made in Italy agri-food products in Chinese markets.

Abstract

During my studying period in China it has been possible to notice how China is fascinated by the agri-food Made in Italy products. In this dissertation I analyze the relationship between Italian agri-food products and China, with a particular focus on how Italy can succeed to protect its agri-food Made in Italy in the Chinese market. First I describe the environment around the Made in Italy, various rules dictated by the European Union and the World Trade Organization have created a frame on what Made in Italy should consist of and how it is protected and preserved. Furthermore an essential aspect to consider is the Chinese market and in particular the Chinese consumers, their opening and fascination for Italian products, followed by a description of what Made in Italy is, focusing in particular on agri-food products. Finally I analyze the rising e-commerce channel in China, considering its development and how Italian agri-food products are managed inside the most important Chinese trade websites.