Exploring the Factors Influencing Health Food Attitudes of Edible Bird's Nest Consumers in China: The Role of Environmental Concern

Abstract

Abstract: Edible bird’s nests, as a traditional Chinese medicine, occupy an important position in the healthcare market. China is the largest edible bird's nest consumer market in the world, and the market has had new opportunities since the COVID-19 pandemic broke out in 2020. In this study, the factors influencing the health-food attitudes of consumers of edible bird’s nests and the corresponding moderating effect of environmental concerns are investigated. We designed a structural equation model and conducted a questionnaire survey in mainland China. The sample quota is based on the results of the population census. The content of the questionnaire focuses on the behavior of edible bird's nest consumers during the pandemic. The results showed that awareness of food traceability system, impact of the pandemic, and health concerns have a positive relationship with food health attitudes. Furthermore, environmental concerns moderate the food health attitudes of edible bird’s nest consumers.