College of Food Science and Technology, Bohai University, Jinzhou 121013, China.
College of Food Science and Technology, Bohai University, Jinzhou 121013, China; Jiangsu Collaborative Innovation Center of Meat Production and Processing, Quality and Safety Control, Nanjing 210095, China.
Meat Sci. 2022 Oct;192:108908. doi: 10.1016/j.meatsci.2022.108908. Epub 2022 Jul 19.
The aim of this study was to explore the purchase willingness of Chinese consumers for pork, beef, lamb, and rabbit meat. A conceptual framework and focus group discussions were adopted to design the questionnaire which included experience, eating habits, purchase drivers, purchase location, seasonality, and willingness to purchase red meat among Chinese consumers. Data collection was undertaken using an online platform questionnaire, with 4039 meat consumers participating in this study. By constructing the partial least squares - path modeling (PLS-PM) to explore the concerns of Chinese consumers while purchasing various types of red meats as well as the effect of these questions on consumers' willingness intensity to purchase red meat. Willingness intensity to purchase lamb is significantly affected by experience, seasonality, purchase location, eating habits, willingness, purchase drivers, and personal information; beef is affected by experience, seasonality, purchase location, eating habits, willingness, and personal information; pork is mainly affected by eating habits and purchase drivers; while eating habits, purchase location, and personal information have positive impacts on willingness intensity to purchase rabbit meat. This study developed the orthogonal matching pursuit - stochastic gradient descent (OMP-SDG) model, which integrated the questionnaire collecting personal information with the questionnaire on Chinese consumers' perceptions of red meat. The program can more precisely forecast which types of red meat people like and their degree of willingness. Finally, Chinese consumers preferred beef, lamb, pork, and rabbit meat in that order. They also prefer local meat, believing it to be of high quality and providing a satisfactory sensory experience, appearance, and saturation.
本研究旨在探讨中国消费者对猪肉、牛肉、羊肉和兔肉的购买意愿。采用概念框架和焦点小组讨论设计问卷，其中包括消费者的经验、饮食习惯、购买驱动因素、购买地点、季节性以及对红肉的购买意愿。通过在线平台问卷收集数据，共有 4039 名肉类消费者参与了本研究。通过构建偏最小二乘-路径建模（PLS-PM）来探讨中国消费者在购买各种类型的红肉时的关注点，以及这些问题对消费者购买红肉的意愿强度的影响。购买羊肉的意愿强度受到经验、季节性、购买地点、饮食习惯、意愿、购买驱动因素和个人信息的显著影响；购买牛肉受到经验、季节性、购买地点、饮食习惯、意愿和个人信息的影响；购买猪肉主要受饮食习惯和购买驱动因素的影响；而饮食习惯、购买地点和个人信息对购买兔肉的意愿强度有积极影响。本研究开发了正交匹配追踪-随机梯度下降（OMP-SDG）模型，该模型将收集个人信息的问卷与中国消费者对红肉认知的问卷相结合。该程序可以更准确地预测人们喜欢哪种类型的红肉及其购买意愿的程度。最后，中国消费者更喜欢牛肉、羊肉、猪肉和兔肉，他们也更喜欢本地肉类，认为本地肉类质量高，能提供满意的感官体验、外观和口感。
