Department of Food Science, Auckland University of Technology, Private Bag 92006, Auckland 1142, New Zealand; Arla Innovation Centre, Arla Foods amba, Aarhus N 8200, Denmark.
Department of Food Science, Auckland University of Technology, Private Bag 92006, Auckland 1142, New Zealand.
Meat Sci. 2021 Sep;179:108548. doi: 10.1016/j.meatsci.2021.108548. Epub 2021 May 7.
China has experienced significant economic growth in recent decades, and this has accounted for an increase in meat consumption. Therefore, it is important to understand the underlying factors of consumers' perception and purchasing behaviour of lamb meat in China. This study adopts a conceptual framework, which includes expectations, perception, and purchase behaviour of red meat among Chinese consumers. A total of 31 questions were included in a self-administered questionnaire through an online platform, with 601 meat consumers who participated in this study. Results showed that Australian and New Zealand meat were perceived as having positive quality characteristics (e.g. natural, reliable) followed by Chinese local meat. Partial Least Squares Path Modelling (PLS-PM) further identified that the key drivers that influenced meat purchase were seasonality, purchase location, and consumer experience particularly in cooking methods used. Purchase point for Chinese consumers were equally weighed with butchers, supermarket, and traditional market as being the most common purchase locations. Unexpectedly, Chinese consumers were found to consume less meat in summer and more during winter. Purchase drivers included meat safety certification and the perceived health benefits of meat.
中国近几十年来经历了显著的经济增长，这导致了肉类消费的增加。因此，了解中国消费者对羊肉的认知和购买行为的潜在因素非常重要。本研究采用了一个概念框架，其中包括中国消费者对红肉的期望、认知和购买行为。通过在线平台，共向 601 名肉类消费者发放了一份包含 31 个问题的自填式问卷。结果表明，澳大利亚和新西兰的肉类被认为具有积极的质量特征（如天然、可靠），其次是中国本地的肉类。偏最小二乘路径模型（PLS-PM）进一步确定了影响肉类购买的关键驱动因素是季节性、购买地点和消费者体验，尤其是在使用的烹饪方法上。购买地点方面，中国消费者与肉贩、超市和传统市场一样，同样重视购买点，这是最常见的购买地点。出乎意料的是，中国消费者在夏天消费的肉类较少，而在冬天消费的肉类较多。购买驱动因素包括肉类安全认证和对肉类健康益处的认知。
