Motives for luxury seafood consumption in first-tier cities in China

Abstract

This study explored Chinese consumers’ choice motives, motive dimensions, segmentation, and species preferences on luxury seafood consumption. A web-based survey was administered to 967 luxury seafood eaters from three cities: Beijing, Shenzhen, and Shanghai. The data were analysed by descriptive analysis, principal component analysis (PCA), cluster analysis, and linear regression analysis. A two-dimensional construct was obtained for Chinese consumers’ choice motives for luxury seafood: food value and symbolic value. The most important specific motives attached to these two dimensions included umami, delicious, fresh, like to eat, show status, face consciousness, high quality life, and networking. Luxury seafood consumption by Chinese consumers was more significantly influenced by the symbolic value motivation dimension than the food value dimension. Two consumer segments were found: food value seeker (42.4%) and dual value seeker (57.6%). Lobster and salmon were the most common luxury seafood species consumed in China.