Consumer adoption of sustainable shellfish in China: Effects of psychological factors and segmentation

China's large and increasing demand for aquatic products has had a significant effect on the sustainability of global water ecosystems. This study explored the effects of psychological factors and segmentation on Chinese consumers' adoption of sustainable shellfish. Data were collected by using a web-based questionnaire in three Chinese cities: Beijing, Guangzhou and Chongqing (with a total sample size of 643). Descriptive analysis, cluster analysis, confirmatory factor analysis and structural equation modeling were used for data analysis. Chinese consumers' subjective norms, personal norms, attitudes toward shellfish and attitudes toward water environment were significant psychological factors influencing their purchase intentions toward sustainable shellfish. Two consumer segments were identified: Sustainable-shellfish-pioneer (47.28%) and Sustainable-shellfish-conservative (52.72%). These two segments had significant differences in the purchase intentions for specific sustainable shellfish species, the effects of psychological factors on purchase intentions toward shellfish, and socio-demographic distributions (including income, occupation and marriage status). These first hand findings can help global shellfish producers, marketers and policy-makers to develop appropriate sustainable development strategies and policies for their shellfish resources when exploiting the huge market