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

  • Teresa Del Giudice | agriqual@unina.it Department of Agricultural Sciences, University of Naples Federico II, Portici (NA), Italy.
  • Gianni Cicia Department of Agricultural Sciences, University of Naples Federico II, Portici (NA), Italy.
  • Klaus G. Grunert Department of Business Administration, Aarhus University, Aarhus C, Denmark.
  • Athanasios K. Krystallis Department of Business Administration, Aarhus University, Aarhus C, Denmark.
  • Yanfeng Zhou Sun Yat-Sen University, Shengcheng, China.
  • Luigi Cembalo Department of Agricultural Sciences, University of Naples Federico II, Portici (NA), Italy.
  • Fabio Verneau Department of Agricultural Sciences, University of Naples Federico II, Portici (NA), Italy.
  • Francesco Caracciolo Department of Agricultural Sciences, University of Naples Federico II, Portici (NA), Italy.

Abstract

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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Author Biography

Teresa Del Giudice, Department of Agricultural Sciences, University of Naples Federico II, Portici (NA)
Department of agriculture
Published
2016-04-19
Info
Issue
Section
Applied Studies
Supporting Agencies
Q-PorkChains EU FP6 Project
Keywords:
Chinese diet, Consumer behaviour, Food related life style
Statistics
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How to Cite
Del Giudice, T., Cicia, G., Grunert, K., Krystallis, A., Zhou, Y., Cembalo, L., Verneau, F., & Caracciolo, F. (2016). New trends in the Chinese diet: cultural influences on consumer behaviour. Italian Journal of Food Safety, 5(2). https://doi.org/10.4081/ijfs.2016.5273