Differences in Consumer Preferences for Rice Quality Cues across Different Information Environments: A Case of Jiangsu, China

Consumers typically judge the quality of processed rice based on quality cues. However, due to issues in processing techniques, some quality cues, such as appearance, no longer accurately reflect the true quality of processed rice. As milling increases, the rice's appearance improves, but its nutritional and eating quality deteriorates. Over-milling has become a trend in China's rice processing industry, leading to significant grain and nutrient losses. We need to understand how Chinese consumers perceive the quality of rice and whether they exhibit different preferences for rice appearance under varying informational environments. This insight could serve as a starting point to address the issue of rice over-processing.