1 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University5 Sun Yat-Sen University, Guangzhou6 Guangdong University of Business Studies7 Department of Economics and Business Economics, Aarhus BSS, Aarhus University8 Department of Management, Aarhus BSS, Aarhus University9 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
Research related to food-related behaviour in China is still scarce, one reason being the fact that food consumption patterns in East Asia do not appear to be easily analyzed by models originating in Western cultures. The objective of the present work is to examine the ability of the Food Related Lifestyle (FRL) instrument to reveal food consumption patterns in a Chinese context. Data were collected from 479 respondents in 6 major Chinese cities using a Chinese version of the FRL instrument. Analysis of reliability and dimensionality of the scales resulted in a revised version of the instrument, which was tested for statistical robustness and used as a basis for the derivation of consumer segments. Construct validity of the instrument was then investigated by profiling the segments in terms of consumer values, attitudes and purchase behaviour, using frequency of consumption of pork products as an example. Three consumer segments were identified: concerned, uninvolved and traditional. This pattern is not unlike those identified in Western cultures. Moreover, all three segments showed remarkably consistent value-attitude-behaviour profiles. The present study offers empirical evidence for the conceptual meaningfulness and applicability of FRL in non-Western food culture environments, when appropriately adapted.
Main Research Area:
French - Austrian - German workshop on consumer behaviour: From smart shopping to luxury, from Aldi to Dior: Consumption styles in the early 2000s