New trends in the Chinese diet: cultural influences on consumer behaviour

Submitted: 17 May 2015
Accepted: 14 September 2015
Published: 19 April 2016
Abstract Views: 3228
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China is one of the most dynamic regions in the world in terms of economic growth and development. Such development has inevitably influenced the structure and habits of Chinese society. Whilst the economic condition of the middle class and high-income segment has steadily improved, cultural changes are also under way: ancient Chinese traditions now include major elements from other cultures, most notably the West. The above scenario is the background to this paper. A structured research-administered survey was developed to investigate the changes in the Chinese consumer food culture: 500 urban participants were randomly selected from six reference cities, covering geographically almost the whole country. This study aims not only to analyze the propensity of consumers to include food products from other countries in their ancient Chinese culinary culture, but also represents an initial attempt to perform a market segmentation of Chinese consumers according to their degree of cultural openness towards non-Chinese food, taking into account socio-demographic, cognitive and psychographic variables.



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Supporting Agencies

Q-PorkChains EU FP6 Project
Teresa Del Giudice, Department of Agricultural Sciences, University of Naples Federico II, Portici (NA)
Department of agriculture

How to Cite

Del Giudice T, Cicia G, Grunert KG, Krystallis AK, Zhou Y, Cembalo L, Verneau F, Caracciolo F. New trends in the Chinese diet: cultural influences on consumer behaviour. Ital J Food Safety [Internet]. 2016 Apr. 19 [cited 2024 Jul. 23];5(2). Available from: