Qualitative Analysis and Implications of Chinese Expatriates' Food Consumption Behavior

Abstract

A nationwide web-based survey of Chinese students' food consumption behavior in the U.S. is conducted to investigate how food consumption in China may change as Western influences and product availability increase over time. Qualitative data on consumption of milk, beef, chicken, pork, bread, rice, pizza, hamburger, juice, and vegetables is collected. Factors that affect Chinese expatriates' consumption changes are determined for each product category. Perceived taste differences between the U.S. and China, perceived health and nutrition benefits, consumption frequency, price and age have a significant effect on the consumption of most food products. A marginal effect analysis reveals that factors affect different food products to different degrees. For example, length of stay in the U.S. (i.e., time) affects consumption changes of pizza, hamburgers, and beef more than that of other products. Of the 10 product categories investigated, fruit juice and milk appear to be the most promising short-term opportunities in Chinese urban areas.

Key Words:

• Food consumption
• China
• pizza
• hamburgers
• fruit juice
• milk
• beef