Consumer Purchase Intentions for Sustainable Wild Salmon in the Chinese Market and Implications for Agribusiness Decisions

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.

Consumers’ Acceptability of Using Prominent New Technologies in Atlantic Salmon Farming

“…These three functions are ability to (i) reduce both public and private costs by tracking down a safety problem when it occurs, (ii) strengthen the enforcement of Tort Liability Law that requires producers to consider safety of food they produce, and (iii) raise public awareness on information related to animal well-being, product ingredients, environmentally-friendly agricultural practicing through proper and comprehensive labeling. Zheng et al (2018) examined the production and consumption of sustainable wild salmon by focusing on the condition of its food security and product quality in the Chinese market [17]. At present, the country represents one of the most rapidly emerging economies in the world with a substantial number of population and state-owned largest consumer markets which can significantly impact global trade flows, ecosystem and the environment.…”

“…One of the objectives of the researchers was to evaluate the demand for imported wild and sustainable Alaska salmon fillet and varietal parts in China using the consumers stated purchase intentions model for the product. To do this, Zheng et al (2018) used an ordered logit model to identify factors that affect consumers' purchasing decisions. Some of these factors show how households shape their consumption habits, how consumers' perceptions are formed, and what are the socio-economic factors that affect consumers' decisions in purchasing imported wild and sustainable Alaska salmon fillet and varietal parts [17].…”

“…To do this, Zheng et al (2018) used an ordered logit model to identify factors that affect consumers' purchasing decisions. Some of these factors show how households shape their consumption habits, how consumers' perceptions are formed, and what are the socio-economic factors that affect consumers' decisions in purchasing imported wild and sustainable Alaska salmon fillet and varietal parts [17]. It is expected that the pattern of consumption habits varies between the Western society and the Chinese inhabitants.…”

“…It is expected that the pattern of consumption habits varies between the Western society and the Chinese inhabitants. Zheng et al (2018) found that not all parts of salmon fish products were proportionally purchased by the households [17]. For instance, Western consumers, unlike Chinese, seem not to be interested in consuming lowvalue salmon heads and bones.…”

Pricing Behavior for Sustainably Farmed Fish in International Trade: The Case of Norwegian Atlantic Salmon (Salmo salar)

“…Furthermore, salmon firms have recently gained stricter eco-friendly certification than government regulations, so as to actively pursue sustainability in line with increased environmental awareness of consumers. In this regard, Liem et al [7] and Zheng et al [8] show a high purchase intention for sustainably produced salmon, especially among highly educated consumer segments, not only in developed countries such as Australia but also in developing countries such as China.…”