Factors affecting Chinese consumers' beef purchase frequency

Abstract

China is an emerging beef market and per capita consumption of beef increased by 48% in the past decade. Given the importance of the Chinese beef market to domestic beef producers as well as foreign beef exporters, we evaluated the factors associated with how often Chinese consumers purchase beef. Using a 2021 survey of 560 beef consumers in the cities of Beijing, Shanghai, and Guangzhou, we found that nearly 50% purchased beef at least two to three times a week. Results of an ordered probit regression suggest that respondents who purchase steak, flank, shank, and brisket are more likely to purchase beef more frequently than those who do not purchase those cuts of beef. Similarly, those who purchase beef more from wet markets and supermarkets, younger shoppers, and those with higher incomes were more likely to purchase beef more frequently. Respondents who considered country of origin and hormone-free production to be important factors purchased beef more frequently. Consumers who thought price and premium quality grades were more important purchased beef less frequently. These findings provide insights for domestic and foreign beef producers regarding the factors associated with consumer preferences and their frequency of beef purchasing in China. [EconLit Citations: EconLit Citation: Q130, Q170].