Chinese consumer preferences for and attitudes towards pecans

Abstract

Pecan is a wild nut tree and native to North America. The U.S. exports large amounts of pecans around the world every year, with more than a third of these exports going to China. Pecans are gaining greater acceptance in China both in production and consumption, but Americans know little about how Chinese view pecans and utilize them in Asian dishes. Producers should always seek to understand their consumers, yet little is known about pecan consumption in China. In this study, we focus on gauging the familiarity of Chinese participants with pecans (Carya illinoensis), how they are used, how they are perceived, and the key demographics that are correlated with pecan consumption. These objectives are achieved using an online survey of 1,000 residents of mainland China.