Chinese consumers and shellfish: Associations between perception, quality, attitude and consumption

This study explores the associations between Chinese consumers’ product attribute perceptions and their quality perceptions, attitudes and consumptions toward shellfish. It also presents information regarding their consumption, attitudes and segmentation for twelve shellfish species. Data was collected through an online survey with 643 consumers from three cities: Beijing, Guangzhou and Chongqing. Chinese consumers had low consumption but positive attitudes toward the twelve shellfish species and two consumer segments were recognized: frequent-eaters (42%) and less-frequent-eaters (58%). Significant differences were found in personal income, occupation and attitudes toward specific shellfish species between these two segments. The consumption of shellfish was positively linked to ‘familiarity’ and negatively linked with ‘purchase convenience’, ‘safety’ and ‘consumption place (home)’. The attitude toward shellfish was positively associated with ‘familiarity’, ‘sensory attributes’, ‘consumption accompany’ and ‘consumption place (restaurant)’. The quality perception of shellfish was positively linked with ‘freshness’, ‘ethic’ and ‘mood’. There were differences in the product attribute perceptions associated with quality perceptions, attitudes and consumption toward shellfish between the two consumer segments