The Implications of COVID-19 on Chinese Consumer Preferences for Lamb Meat

This study assessed if Chinese consumer attitudes towards a range of lamb attributes (such as origin, food safety, appearance, taste, price), and their opinions New Zealand (9- 7-point Likert scales, respectively), had changed since the outbreak COVID-19. The same survey was carried out in Shanghai Beijing pre (December 2018) post COVID-19 (November 2020), ~9 months after China’s initial outbreak, with 500 523 consumers, respectively. From December 2018 to November 2020, there an increase proportion consumers purchasing red meat online or from butcher, cooking well-done. In contrast, were minimal differences ratings between 2020 for different lamb. Cluster analysis revealed that many (140 2018/376 2020) used only small portion high end scale when rating attributes, resulting little attributes. suggests has enhanced some safety related behaviors but effect on preferences It also highlights design should be carefully considered collecting responses consumers.