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This paper aims to identify Chinese consumers’ dish value systems and investigate whether and to what extent their dish values vary by type of consumers.

We 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.

Our 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.

The 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.

The study aims to investigate consumer preferences across 25 attributes of plant-based milk (PBM) products and examine the key predictors and underlying mechanisms of consumer purchase decisions of PBM alternatives.

This study employed a multidimensional approach to investigate consumer preferences and the determinants of PBM purchasing decisions. Drawing on data from 819 online surveys conducted in the Jing-Jin-Ji region of China in 2021, we measured consumer preferences across 25 specific attributes and other individual characteristics. Purchasing decisions were framed as a two-stage process – the decision to purchase (frequency) and the decision on how much to pay (WTP). The Least Absolute Shrinkage and Selection Operator (LASSO) model was utilized to examine these dimensions separately, and the selected predictors were incorporated into OLS linear and Heckman’s two-stage regression analyses to establish the underlying mechanisms.

The findings indicate that consumers exhibit a strong preference for freshness and the absence of spoilage, followed by taste experiences such as taste and aroma. Preferences for milk preservation significantly increase the purchase frequency of PBM, while preference for calorie content has a negative and significant impact. Preferences for milk preservation, aroma and processing methods can also significantly increase WTP. Preferences vary across PBM categories. Social influence, knowledge and advertising exposure positively impact purchase frequency and WTP. Consumers with low food neophobia tend to be more responsive to product-related factors, such as freshness, calorie content and processing methods, in their purchase decisions.

This study contributes to the extant literature by comprehensively examining the determinants of consumer purchase decisions for PBM alternatives. The findings provide practical implications for marketers and policymakers, highlighting the strategic product attributes, consumer segments and marketing levers that can effectively target and cater to consumer preferences for PBM alternatives.