Chinese consumers' dish value: a best-worst scaling approach

PurposeThis paper aims to identify Chinese consumers' dish value systems and investigate whether and to what extent their dish values vary by type of consumers.Design/methodology/approachWe used a best-worst scaling (BWS) developed based on previous literature on food values and attributes of Chinese dishes to elicit Chinese consumers' dish value structure. Then, we estimated each participant's share of preferences for dish values and applied Ward's linkage cluster analysis to identify the heterogeneity of their dish values.FindingsOur results indicate that food safety values, including the safety of agricultural products, additives and food processing, are valued most by Chinese consumers. They rate health-nutrition values as the second most important dish values. There is significant heterogeneity in Chinese consumers' dish values. Their dish values tend to drive their dish consumption patterns.Originality/valueThe dish is the mainstay of the Chinese meal. This study is among a few studies that examine Chinese consumers' dish values that underlie consumer dish preferences and choices. The results provide essential information to promote a healthy and sustainable diet among Chinese consumers by understanding their values and motivations for making dish choices.