Study on consumer purchase intentions following the resumption of Japanese aquatic product imports
Bibliographic Data
| ID | 21295909 |
|---|---|
| Authors | Tinggui Chen (0000-0001-6061-2517, Shanghai Ocean University), Yiyun Fan (0009-0006-6871-9478, Shanghai Ocean University) |
| Year | 2026 |
| Volume | 128 |
| Issue | 7 |
| Pages | 2781-2798 |
| Publication date | 2026-06-26 |
| Open Access | No |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-10-2025-1360 |
| OpenAlex | W7128169762 |
| Language | EN |
| References cited | 23 |
Purpose On June 29, 2025, Chinese customs authorities announced the conditional resumption of Japanese aquatic product imports. By examining the impact of perceived value and perceived risk on consumer purchasing intent for Japanese imported aquatic products as well as the recovery mechanisms for purchasing intent following crisis events, this study expands the application scope of rational choice theory. It provides targeted references for corporate marketing, government regulation, and trust rebuilding, offering theoretical and empirical support for restoring Sino-Japanese aquatic product trade, rebuilding market trust, and informing decision-making among relevant stakeholders. Design/methodology/approach An online survey was conducted with 549 consumers. Based on the Theory of Reasoned Action (TRA), an extended TRA model was constructed by integrating consumer perception and trust restoration theories to analyze purchase intentions for imported Japanese aquatic products. Findings Results indicate that the perceived value of Japanese imported aquatic products significantly positively influences purchase intention, whereas perceived risk significantly negatively impacts purchase intention. Subjective norms and attitudes mediate consumer perceptions and purchase intention, with chain mediation occurring between these variables. Trust restoration strategies negatively moderate the paths of “perceived risk of Japanese imported aquatic products → Subjective norm” and “perceived risk of Japanese imported aquatic products → Attitude.” That is, trust restoration strategies effectively reduce consumers' perceived risk, thereby restoring their purchase intentions. Research limitations/implications First, the sampling scope was confined to Shanghai, resulting in insufficient geographical representativeness of the sample, which may affect the generalizability of the conclusions. Second, some variables were measured using three-item scales; although these passed the reliability and validity tests, they may limit the robustness of the results. Third, the theoretical basis for including age, sex, education level, and income as control variables in the statistical model remains insufficient. Fourth, as Japanese imported seafood products had not yet entered the Chinese market during the research phase, consumer purchasing behavior could not be examined. Practical implications Through a collaborative mechanism involving corporate governance oversight and third-party certification, we will rebuild the foundation of trust in the Sino-Japanese aquatic product trade. This will facilitate the gradual recovery of trade volume, encourage industry associations to serve as bridges, promote technical exchanges and cooperation between Chinese and Japanese aquatic enterprises, elevate the overall quality and safety standards of the industry, and drive the establishment of unified quality evaluation and safety traceability standards within the aquatic product sector. These efforts will enhance the credibility and competitiveness of the industry. Social implications This research not only provides a reference for enterprises to formulate marketing strategies but also offers decision-making support for government departments to improve regulatory systems and ensure stable market operations. This has significant practical implications for promoting the healthy development of the China-Japan aquatic products trade. Originality/value This study provides a reference for relevant enterprises in formulating marketing strategies and holds significant practical implications for promoting the healthy development of the Sino-Japanese aquatic product trade and restoring consumer purchase intention
Consumer behaviour · Expectancy theory · Government (linguistics) · Perception · Product (mathematics) · Purchasing · Risk perception · Scope (computer science) · Value (mathematics) · Customer Service Quality and Loyalty · Supply Chain Resilience and Risk Management · Technology Adoption and User Behaviour
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| Highly cited | No |
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