The purpose of this paper is to examine how variables related to lifestyle and ethnocentrism influence Chinese consumers' attitudes and intentions towards the purchase of domestic and imported fresh fruit.
A survey instrument was developed using established scales and focus groups. Data were collected in the city of Wuhan through structured intercept interviews with consumers at major supermarkets and fruit stores. Structural equation modelling was used to analyse the data.
Chinese consumers' purchase intention of imported fresh fruit is influenced by lifestyle groups, namely risk takers and traditionalists. Also consumers' ethnocentrism tendencies play an important role in shaping their purchase attitudes towards domestic fresh fruit.
Although the research investigated both the sensory and non‐sensory purchase attributes of fruits, it failed to shed light on the intended use of imported fruits, e.g. for gifts, self consumption, children, aged parents and ill patients. Additionally, future research should be conducted that is more product and country specific.
Marketers should ensure that both sensory and non‐sensory purchase attributes of fresh fruit are given due importance, as this will snowball into positive purchase intentions, customer satisfaction and overall profitability for firms.
Despite its potential importance, relatively little is known about consumers' buying behaviour of fresh produce in China. Findings of this study would thus be beneficial to practitioners and policy makers to formulate effective strategies designed to market fresh produce in China.
