The purchase willingness of consumers for red meat in China

Abstract

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.

Keywords: Chinese consumers; Data fusion; Orthogonal matching pursuit – Stochastic gradient descent (OMP-SGD); Partial least squares – Path modeling (PLS-PM); Red meat; Willingness intensity.