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

Qiujie Zheng (), H. Holly Wang () and Yonggang Lu ()
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Qiujie Zheng: Department of Economics and Public Policy, University of Alaska Anchorage, Anchorage, AK 99508, USA
H. Holly Wang: Institute of Agricultural Resources and Regional Planning, Chinese Academy of Agricultural Sciences, Beijing, 100080, China
Yonggang Lu: Department of Information Systems and Decision Sciences, University of Alaska Anchorage, Anchorage, AK 99508, USA

Sustainability, 2018, vol. 10, issue 5, 1-16

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.

Keywords: sustainability; consumption; purchase intentions; wild salmon; China market (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2018
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