Chinese consumers’ perceptions and purchase intentions for beverages processed by non-thermal processing technologies.
Non-thermal technologies add value to foods by improving safety through lowering microbial loads in addition to improving sensory properties such as colour, flavour, and texture. However, little is known about how Chinese consumers perceive these technologies. China’s rapidly growing economy (gross domestic product of 8.3 trillion U.S. dollars) and population (1.35 billion) offer tremendous opportunities for Western producers and exporters. Distinct differences in behaviour between Chinese and Western consumers make entering the Chinese market challenging. Consumers may desire similar product features (e.g. brand name, quality, and flavour) but the value that consumers attach to the same product may differ across nationalities. Therefore, product manufacturers targeting Chinese consumers need to know which market segments consist of the consumers they want to target.