The Analysis of Residents’ Intention to Consume Pre-Made Dishes in China: A Grounded Theory

The demand for pre-made dishes has increased in China. However, a detailed understanding of residents’ intention to consume pre-made dishes is lacking in the existing studies. This research aims to investigate the consumer motives and intention to consume pre-made dishes. Through in-depth interviews...

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Bibliographic Details
Published in:Foods 2023-10, Vol.12 (20), p.3798
Main Authors: Xiong, Yanling, Lin, Xiaoxi, Wen, Xiaowei, Wang, Yiqin, Liang, Wenwen, Xing, Tianyang
Format: Article
Language:English
Subjects:
Attitudes
Consumer behavior
consumer intention
consumer motives
Consumers
Convenience foods
Cooking
Development strategies
Food
Forecasts and trends
Grounded theory
Meals
Motivation
pre-made dishes
Product specifications
Qualitative research
Research methodology
Skills
VOCs
Volatile organic compounds
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Summary:The demand for pre-made dishes has increased in China. However, a detailed understanding of residents’ intention to consume pre-made dishes is lacking in the existing studies. This research aims to investigate the consumer motives and intention to consume pre-made dishes. Through in-depth interviews and analysis, this research explores the factors influencing the residents’ intention along the research steps of grounded theory. Fifty-one residents participated in semi-structured interviews via face-to-face or online interviews. Three motives for purchasing pre-made dishes were attitude, subjective norm, and perceived control. These were influenced by external factors, including environmental features and product features. Subjective characteristics are pre-existing characteristics of individuals themselves, including cooking skills, food skills, housework allocation, and eating attitudes, which play a moderating role in the relationship between external factors and consumer motives. Based on the six major categories, this study built a model of the formation mechanism of the consumer intention to consume pre-made dishes. It revealed the psychological attribution of residents’ consumption of pre-made dishes. The finding of this study contributes to the understanding of the internal logic of PMDs’ consumer intention formation. It would be a guide for researchers to map out appropriate business development strategies, and provide evidence for the government in formulating management policies.
ISSN:2304-8158
2304-8158
DOI:10.3390/foods12203798