Phasing out live poultry market trading policy in China: characteristics of chicken consumption, decision-making behavior, and consumer cluster analysis

With the emergence of avian influenza viruses, many Chinese cities periodically close the live poultry markets to restrict the trade of live chicken. This study investigated customers’ decision-making clusters and consumption preferences. Data from 1108 participants were collected in May 2021 in the Jiangsu province using a mixed sampling method. Eight decision-making behaviors were identified using the Exploratory Factor Analysis. Five consumer clusters were identified using K-Means Cluster Analysis. Chi-square tests and pairwise comparisons of multiple sample rates were used to identify the differences in consumption preferences between the consumer clusters. The results show that only the concern of risking an avian influenza virus infection might not effectively change consumer preferences towards live chicken and patronage of wet markets and farms. Product quality, consumer habits and loyalty, limited knowledge and technology, and leisure elements in visiting farms are hindering changes in consumer preferences. Effective policies are needed to help customers to overcome the barriers of buying chilled and frozen chicken. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1007/s00003-022-01411-y.