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This study explores impacts of innovation-adoption characteristics, food choice motives, segmentation and socio-demographics on consumer adoption of online-to-offline food delivery services (O2O-FDS) in a Western developed country – New Zealand – and an Asian developing country – China.

An online survey of 1,185 consumers provides data that the authors analyse using factor analyses, structural equation modelling and cluster analysis.

The following innovation-adoption characteristics and food choice motives have statistically significant effects on consumers' attitudes and/or purchase intentions towards O2O-FDS in the pooled sample and/or the samples of two countries: perceived incentive, perceived complexity, processed convenience, cheapness, taste appeal, safety-assured and purchase convenience. Three consumer segments are recognized: conservatives (26.6%), food-value seekers (40.8%) and pioneers (32.6%). Significant differences are found in marital status, age, household income, education level, household size, occupation, country and residential areas across the three segments.

This is the first study to systematically understand significant influencing factors for the O2O-FDS adoption by using a sample set composed of both Eastern and Western consumers.

This study explores the influence of the following factors on consumer adoption of blockchain food traceability (BFT): innovation-adoption characteristics, segmentation, expertise in food traceability, expertise in blockchain technology, food categorical preferences and perceived important features of BFT.

The data was collected via an online questionnaire with 1,401 participants in New Zealand. Exploratory factor analysis, structural equation modelling and segmentation analysis were undertaken.

Consumer adoption of blockchain food traceability was significantly influenced by two innovation-adoption characteristics – perceived incentives and perceived complexity, as well as their expertise in food traceability. Two consumer segments were identified: Conservatives (48%) and Pioneers (52%). Significant differences were found between these two segments in terms of gender, age, education, occupation, residential area and ethnicity. Consumers are more willing to use BFT for purchasing fresh, imported, staple and normal foods than for processed, domestic and upscale foods. Their perceived important specific features of BFT are product origin, food safety information, quality control, food safety information, hygienic condition and scarcity management.

This study contributes knowledge to address the current knowledge gap regarding consumer adoption of blockchain food traceability by using a large sample set. It is also the first study to recognise consumer segments for BFT; to provide information about consumers' important socio-demographic characteristics, food categorical preferences and perceived important features towards BFT; and to explore the influences of consumers' innovation-adoption characteristics, expertise in food traceability and expertise in blockchain technology on their adoption of blockchain food traceability.

This study explores the influence of quality attributes and socio-demographics on Chinese consumers' general and online consumption of three origin-specific lobsters: Canadian, United States and Australian.

A web-based survey was administrated to 981 consumers from two cities in China: Shanghai and Qingdao. Descriptive analysis and binary logistic regression were used in the data analysis.

Chinese consumers were more willing to pay for the lobster quality attributes vitality, meat content, texture, size and safety. Their general and online consumption of three origin-specific lobsters is significantly linked to the following quality attributes and socio-demographics: meat content, size, shell hardness, texture, safety, nutrition, age, income, education, occupation, residential place and marital status.

This is the first study to explore the influence of quality attributes and socio-demographics on consumers' online consumption of luxury seafood.

This study aims to investigate the influence of ethical sales behaviour on relationship quality and its consequences in the context of telemarketing to identify the complex nature of relationship marketing.

A survey with 312 qualified observations from financial institutions’ customers in Taiwan was conducted. A structural equation modelling approach was used.

Ethical sales behaviour components, that is, avoiding overharvest, security, honesty, privacy and non-harassment, have significant effects on relationship quality. Satisfactory relationship quality has positive effects on relationship commitment and customer loyalty.

This paper identifies ethical sales behaviour components, namely, avoiding overharvest, security, honesty, privacy and non-harassment, in the context of telemarketing and proposes that ethical sales behaviour is an important factor of maintaining high level of relationship quality.

The purpose of this paper is to explore the impacts of innovation-adoption characteristics on Chinese consumers’ adoption of online food shopping. It also examines consumers’ online purchase preferences for specific food categories and the consumer segments shopping for food online in China.

The data were collected through a web-based survey (n=643, in three cities: Beijing, Guangzhou and Chongqing). Descriptive analysis, cluster analysis, factor analysis and structural equation modeling were employed for data analysis.

Participants had strong online purchase intentions toward snack and imported food, while they had weak online purchase intentions toward fresh food products such as meat, eggs, vegetables, fish and seafood. Two consumer segments were found: online-food-conservative (42 percent) and online-food-pioneer (58 percent). Factor analysis resulted in an adjusted factorial structure of the innovation-adoption characteristics, which was considered more appropriate within the context of Chinese consumers when shopping for food online. Path analysis found that Chinese consumers’ attitudes and/or purchase intentions were positively linked to their perceived incentives and negatively associated with their perceived complexity for online food shopping.

This is the first study to explore consumer segments, consumption psychology (innovation-adoption characteristics) and product preferences related to online food shopping with a sample from China, the largest e-commerce country. The findings can help food producers and marketers to better understand Chinese consumers’ online food shopping behaviors in order to meet the needs of consumers and have further success in this major market.

The purpose of this paper is to explore Chinese consumers’ perceptions towards a luxury seafood – lobster, and identify the important perceptions that influence Chinese consumers’ general image of lobster. It also recognises Chinese consumer segments based on their perceptions towards lobster.

The data were collected through an online survey (n=882, in two Chinese cities: Shanghai and Qingdao). The surveys explored consumer’s perceptions and general image of lobster. Descriptive analysis, partial least squares regression and cluster analysis were conducted for data analyses.

Findings show that the most important perceptions regarding lobster by Chinese consumers are umami, delicious, high in protein, expensive, nutritious, upscale, red colour and bring back appetite. Chinese consumers’ general image of lobster is positively linked to perception items, such as delicious, western flavour, umami, nutritious, high in protein, enjoy, upscale and appetite; and is negatively linked to perception items: spicy/hot, Chinese flavour and risk in illness. Three consumer segments are identified: western-flavour-lovers (35.4 per cent), Chinese-flavour-lovers (32.8 per cent) and negative-believers (31.8 per cent). Significant differences were recognised in the socio-demographic distribution among these three segments including, city, income, marital status, educational level, occupation and age.

This is the first study to present information regarding consumers’ perceptions, general image and segments towards luxury seafood in the world’s largest East-Asian country – China. The findings from this study can help global seafood marketers and exporters to better understand Chinese consumers which should assist them in developing effective marketing strategies for their luxury seafood products in this major market.

This study associated consumers' food choice motives and socio-demographic characteristics with their attitudes and consumptions towards food shopping with four e-commerce modes: business-to-consumer (B2C), online-to-offline delivery (O2O Delivery), online-to-offline in-store (O2O In-store) and New Retail. It also explored consumer preferences for specific food categories within the four e-commerce modes.

An online survey was administered to 954 participants from three Chinese cities: Beijing, Shanghai and Shenzhen. Descriptive analysis and linear regression were used in the data analysis.

The following food choice motives (FCMs) and socio-demographic characteristics had a significant effect on food e-commerce attitudes and/or consumption, with some or all of the four e-commerce modes: Taste Appeal, Value for Money, Safety Concerns, Quality Concerns, Processed Convenience, Purchase Convenience, Others' Reviews, City, Gender, Household Size, Age, Income, Occupation and Marital Status. Consumers also have different consumption preferences for food categories in the four e-commerce modes.

This is the first study to associate consumer FCMs and socio-demographics with their e-commerce attitudes and consumption regarding food in four e-commerce modes: B2C, O2O Delivery, O2O In-store and New Retail.

The purpose of this paper is to explore Chinese consumers’ perceptions in relation to both Chinese traditional and European food.

A web-based free word association test was administered to 302 consumers in China. They were asked to give the first three words that came into their minds when they were presented with each of two stimulus words, “traditional food” and “European food”. Three researchers grouped the elicited words into classes and then into dimensions. χ² association tests were used to assess and identify statistically significant differences in the frequencies of classes and dimensions for the two food concepts between socio-demographic groups.

The findings show that Chinese consumers define Chinese traditional food and European food through ten similar dimensions: Sensory appeal, Health, Origin, Marketing, Safety, Variety, Heritage, Symbolic meaning, Simplicity and Mood. Additionally, they associate Chinese traditional food with the dimensions Elaboration, Celebration and Habit, as well as link European food to the dimensions Convenience and New. Although ten dimensions are the same, obvious differences can be identified by comparing the classes for the two food concepts. Further, there are significant differences in the class associations for European food between age groups and in the dimension associations for Chinese traditional food between gender groups.

By using an online qualitative research method, this study is one of the first to address how Chinese consumers define both European food and their own traditional food in China, the largest East Asian country. The findings are particularly useful for the future development of traditional food products and for the future export of European food products onto China and even other countries in East Asia.

The purpose is to explore consumer acceptance of the doggy bag as an intervention to promote sustainable food consumption. In particular, it explores consumer attitudes towards taking home the leftover food from eating out at restaurants as a way of sustainable consumption.

A consumer survey to explore consumer attitudes, followed by an investigation of the media communications that promote the doggy bag as a tool to reduce food wastage.

Strategic communication was employed in an inclusive approach to increase the impact of the doggy bag on consumer behaviour. Consumers show a positive inclination towards using the doggy bag to take home the leftovers of their restaurant meals and reduce food wastage. Cultural biases can cause hurdles in the acceptance of the tool.

To the best of the author's knowledge, this is the first study to approach the behavioural analysis of leftover food takeout interventions studied from the consumer perspective. Furthermore, it is based on a novel approach of experimental methods at ready-to-eat food outlets for communicating with consumers.

The widespread dietary adoption of cultured meat could provide important benefits to animal welfare, the environment, food safety and security. This study examines consumer segmentation and consumer motives for choice of cultured meat in China.

The data were collected by means of a web-based questionnaire (n = 608) distributed in the two cites of Shanghai and Chengdu. Factor analysis, cluster analysis and path analysis were employed for data analysis.

Three consumer segments were identified with regard to the acceptance of cultured meat in China: Conservatives (25.7%), Acceptors (41.9%) and Pioneers (32.4%). Significant differences were recognised in age, household income, education and household size between the three consumer segments. The following meat choice motives (MCMs) have significant influences on Chinese participants’ attitudes and/or purchase intentions towards cultured meat: usually eat, environmental concern, societal concern, mood, purchase convenience and price.

This is the first study to develop a factorial construct of MCMs based on a previous theoretical model of food choice motives (FCMs) in China. The study contributes understanding of choice motives for cultured meat in a non-Western setting, particularly in China - the country consuming the largest quantity of pork. Further, this is the first study to recognise segments that are directly based on consumer attitudes and purchase intentions towards cultured meat. The findings of this study will help global producers and policymakers to create effective promotion strategies and policies for this innovative product in developing countries, particularly in China.