2019 Volume 90 Issue 4 Pages 327-335
A survey of urban residents in Japan and China was carried out from July to November 2018 for the purpose of comparing consumer behavior in relation to pork in the two countries. The survey results showed consumers in both countries had high palatability of pork and a high pork intake frequency. In Japan, consumers eat other meat with similar frequency to pork. On the other hand, Chinese consumers overwhelmingly consume more pork, while the frequency of other meat consumption is relatively low. In addition, the concern for the safety of the food is common among the two countries, and attention to “the country of origin” label was of high importance at the time of the purchasing pork. Although Japanese consumers have a preference for domestic products, Chinese consumers recognize a high level of food safety associated with imported pork. As a result, Chinese consumers’ experience in purchasing imported pork was rated higher than that of Japanese consumers.
