Consumer Perception of Tilapia in China and Related Factors.

China has become the world's largest producer, exporter, and consumer of tilapia (Oreochromis spp.), but the per capital consumption in China is low. Thus, we conducted an empirical study of 1,821 consumers of tilapia in China. We aimed to identify the perception of tilapia among Chinese consumers and to investigate the factors that might influence their perceptions by using a logit model. The majority of the respondents liked tilapia and were willing to buy it. Significant factors that affected the preference of consumers for tilapia included their perception of the importance of the nutritional value, freshness, and safety of the fish as well as convenience to buy, family incomes, and regional variables. Effective ways to enhance consumer perceptions of tilapia include increasing its nutritional value and safety, improving marketing strategies, and ensuring its availability to local consumers. [ABSTRACT FROM AUTHOR]