Abstract
Sustainable food consumption and production play an increasingly important role in improving food security and quality in the food system worldwide. Consumers’ food consumption patterns in China, a rapidly emerging economy with the largest population and one of the largest consumer markets in the world, significantly influence the structure of global trade flows and the sustainable ecosystem and environment. In this paper, we assess the emerging demand for imported wild and sustainable Alaskan salmon fillet and varietal parts in China’s market through consumers’ stated purchase intentions for the products. We use an ordered logit model to link consumers’ purchase intentions with potential influencing factors and identify important factors, including consumers’ consumption habits, perceptions, and social demographic characteristics. Due to differences between western and Chinese consumers on how different parts of fish are consumed, seemingly low-value salmon heads and bones may carry significant value if being imported and sold to Chinese consumers. We believe that our study is an important step in helping to build a sustainable business model, thereby creating a win-win situation for both the importing and exporting countries in order to allocate resources efficiently, feed people with healthy food, avoid food waste, and fulfill the economic value of products.
Highlights
With global population growth and social demographic changes, sustainable food consumption and production play an increasingly important role in ensuring food security and improving food quality in the global system
The objectives of the paper are (1) to understand Chinese consumers’ purchase intentions of imported wild salmon, which is harvested through sustainable fishing practices in natural and pure environments; (2) to examine the factors that affect the potential purchase of the products and provide insights into consumer segmentations that show a preference for the sustainable seafood; and (3) to provide guidance on the sustainable business potential for the entire seafood value chain and policy implications in order to align production with consumption in a sustainable way for policy-makers
It reveals that education has an increasingly strong positive influence on consumers’ wild salmon fillet purchase intentions
Summary
With global population growth and social demographic changes, sustainable food consumption and production play an increasingly important role in ensuring food security and improving food quality in the global system. Due to environmental pollution and a number of food-safety scandals in China in recent years, Chinese consumers have growing concerns about food safety and possible contamination of the domestic food supply This creates a strong demand for food sourced from clean, safe and natural environments, especially imported products of good quality and reputation. There are two methods for quantifying consumers’ preference, the revealed preference and stated preference methods The former applies to goods already existing in the market, and researchers use observations on actual choices to measure the influence on consumer behavior of market or policy factors such as price, labeling mandates, information in the advertisement and media reports, and income [11,12,13]. Most of these studies used survey-based stated preference methods that provide the flexibility to elicit consumers’ preferences for existing or hypothetical attributes
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