Phasing out live poultry market trading policy in China: characteristics of chicken consumption, decision-making behavior, and consumer cluster analysis.

ABSTRACT: With the emergence of avian influenza viruses, many Chinese cities periodically close the live poultry markets to restrict the trade of live chicken. This study investigated customers' decision-making clusters and consumption preferences. Data from 1108 participants were collected in May 2021 in the Jiangsu province using a mixed sampling method. Eight decision-making behaviors were identified using the Exploratory Factor Analysis. Five consumer clusters were identified using K-Means Cluster Analysis. Chi-square tests and pairwise comparisons of multiple sample rates were used to identify the differences in consumption preferences between the consumer clusters. The results show that only the concern of risking an avian influenza virus infection might not effectively change consumer prefere

SUBMITTER: Cui B 

PROVIDER: S-EPMC9760183 | biostudies-literature | 2022 Dec

REPOSITORIES: biostudies-literature