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| Heterogeneity Analysis of Consumer Profiles for Prepared Meat Dishes Based on Risk Perception and Self-Efficacy |
| NIU Conghui, ZHOU Lin, SUN Yiwen, WANG Xiaohong |
| 1. Institute of Food and Nutrition Development, Ministry of Agriculture and Rural Affairs, Beijing 100081, China; 2. School of Mathematics and Statistics, Beijing Technology and Business University, Beijing 100048, China |
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Abstract With the acceleration of the pace of modern life and the diversification of consumer demand, prepared meat dishes have increasingly become an important part of residents’ dietary structure, particularly among younger generations, due to their convenience and variety. Based on nationwide questionnaire data, this study employs multiple correspondence analysis and K-means clustering to identify three typical consumer groups from the perspectives of socio-demographic characteristics, risk perception, self-efficacy, and purchasing behavior: the “young household group” of Generation Z (born 1995–2009), the “middle-aged family group” of Generation Y (born 1980–1994), and the “urban professional group” of Generation X (born 1965–1979). The characteristics and consumption preferences of each group are further refined and analyzed. The findings reveal significant heterogeneity among generational groups in terms of risk perception, self-efficacy, and decisionmaking behavior, indicating a highly segmented and group-oriented market structure for prepared meat dishes. In terms of risk perception, Generation Z is highly sensitive to food safety and external evaluations, Generation Y has a lower perception of financial and time-related risks, while Generation X demonstrates the lowest overall risk perception, reflecting more rational and stable consumption behavior. Generation Z shows relatively low levels of self-efficacy due to limited experience and resources, making their consumption behavior more susceptible to external influences. In contrast, Generations Y and X exhibit higher self-efficacy and stronger decision-making autonomy, making their food choices more mature and stable. Based on these insights, this study proposes a stratified and targeted marketing strategy for prepared meat dishes, offering both theoretical support and practical implications for the development of segmented markets and the advancement of consumer behavior research in the prepared food industry.
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2026, Vol. 40 
