Food values drive Chinese consumers' demand for meat and milk substitutes

Understanding Consumer Preferences for Attributes of Yak Meat: Implications for Economic Growth and Resource Efficiency in Pastoral Areas

Realizing the market value of grassland resources is of great significance to finding a balance between ecological protection and economic development. As a unique livestock animal that is native to the Qinghai-Xizang Plateau, the yak plays an important role in maintaining ecosystem stability, ensuring the livelihoods of herdsmen, promoting socio-economic development, and preserving ethnic cultural traditions. However, given its small market share, little is known about the factors that drive Chinese consumer preferences for yak meat. This study aimed to investigate consumer preferences for yak meat by means of an online survey involving a sample of 2999 respondents from five cities in China. The best-worst scaling method was employed to measure the relative importance of different attributes of yak meat by using a purchasing scenario. The results indicated that quality-safety certification, freshness, and production sustainability were regarded as the most preferred attributes, whereas animal welfare, brand, and the purchasing channel were found to be the least preferred. In addition, significant heterogeneity was detected in consumer preferences. Consumers were divided into three classes, namely 'Price Sensitive Consumers,' 'Environmentally Friendly Consumers,' and 'Yak Meat Inclined Consumers,' respectively. Our findings might be helpful for policymakers and yak meat producers to develop targeted strategies to facilitate the sale of yak meat and then restore degraded grasslands.

Leveraging Food-Related Values for Impact in Community Nutrition Education Programs (Interventions)

This study draws attention to the potential benefits of leveraging food values to amplify the impact of nutrition education programs. The study has collected data via a telephone survey from 417 randomly selected residents in Guilford County in the state of North Carolina. In our analysis, we have identified and used three underlying dimensions (ethical, social environmental and sensory) that summarize and capture the meaning of food-related values instead of a list of food values commonly used in the literature. Researchers have then used these dimensions as clustering variables to produce three segments from the data: value-positive, value-negative, and hedonic. Results show that residents in the value positive segment had positive perceptions of all values, those in value negative segment had negative perception of all values, and those in the hedonic segment had only positive perception of sensory values. A key finding is that value-positive residents have healthier food-related lifestyles and food-related behaviors than residents in the other segments. Interventions should focus on value-negative and hedonic residents and emphasize value-based education tailored to strengthening social/environmental and ethical food values. To ensure success, interventions should graft healthier lifestyle habits and behaviors on familiar behaviors and lifestyle.