Consumer and Manager Preferences for Food Attributes in the Restaurant Industry: The Implications for the Imported Duck Industry in China

Abstract

Unprecedented economic growth in China has created a new market potential for high-quality foods in the global food industry. This has led several studies to investigate consumer preferences for food safety and quality attributes in the retail market. However, there are limited studies related to the food service sector, specifically to combine these two concepts. Therefore, this study was conducted to investigate these preferences from the perspectives of both the customers and restaurant managers in relation to ducks in the Chinese food service sector. This involved estimating the willingness-to-pays for quality and safety attributes such as branding, premium quality, safety certification, and the biotech country of origin, including the United States, the European Union, and China using regression analysis. The empirical results showed that Chinese consumers and restaurant owners/managers have a similar preference for branded, high quality, and safe domestic products. However, their relative preferences for these attributes are not identical, as indicated by the consumers' highest preference for safety certification, while managers mostly focus on the quality. These findings are expected to provide more information on the market preferences for food produced in emerging Asian economies with special diet cultures and traditions.