Open Access Journal Article

Consumers’ attitude towards meat brands: Evidence from pork products in Guangzhou, China

by Fafa (Monica) Yan a,* orcid ,  Xi Ouyang b  and  Wen’e Qi b
a
Lingnan College, Sun Yat-sen University, Guangzhou, China
b
College of Economics and Management, South China Agricultural University, Guangzhou, China
*
Author to whom correspondence should be addressed.
REA  2023 2(3):16; https://doi.org/10.58567/rea02030001
Received: 16 April 2023 / Accepted: 25 September 2023 / Published Online: 30 October 2023
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Abstract

This study aims to investigate the factors influencing consumers’ cognitive attitude towards the brands of products during their consumption willingness, behaviors and choices. Taking pork brands as an example, this study conducts a questionnaire by using a random sampling method in 165 farmers’ meat markets and 54 supermarkets in Tianhe District, Yuexiu District, Liwan District, the representative districts in Guangzhou city in China, and obtains 1,050 valid observations of the pork consumers. The empirical results via a logit regression show that the factors significantly enhance consumers’ brand cognitive attitude include younger age; lower perception of product safety; less cognition of green food, frailer awareness of fresh, cold, and frozen meats, as well as weaker ability to identify a specific product. Also, stronger consumers’ brand attitude results from larger amount of money spent in a single purchase, stronger cognition of nuisance-free food, and higher identification of different types of pork meats.

Keywords: Pork brands; brand attitude; consumer perception; China;
Copyright: © 2023 by Yan, Ouyang and Qi. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) (Creative Commons Attribution 4.0 International License). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.