Westernization in China: A Case Study in Processed Potatoes by Kynda R. Curtis, Jill J. McCluskey, and Thomas I. Wahl* Paper prepared for presentation at the American Agricultural Economics Association Annual Meeting Montreal, Canada, July 27-30, 2003 *Curtis (corresponding author): Ph.D. Student, Department of Economics, Washington State University, Pullman, WA 99164-6210, Phone: 509-432-9511, Fax: 509-335-3958, e-mail:
[email protected]; McCluskey: Assistant Professor, Department of Agricultural and Resource Economics, Washington State University, Pullman; Wahl: Director, International Marketing Program for Agricultural Commodities and Trade (IMPACT) Center and Professor, Department of Agricultural and Resource Economics, Washington State University, Pullman. The authors gratefully acknowledge financial support from the IMPACT Center at Washington State University. Copyright 2003 by [Curtis, McCluskey, and Wahl]. All rights reserved. Readers may make verbatim copies of this document for non-commercial purposes by any means, provided that this copyright notice appears on all such copies. Westernization in China: A Case Study in Processed Potatoes Keywords: China, potatoes, westernization, food demand, convenience foods Abstract: The demand for convenience foods is growing around the world, especially in China. However, the contributing factors of this change in food preferences are still largely unknown. To measure this westernization trend, data from a survey of Chinese consumers in Beijing is evaluated using a multinomial ordered logit model to determine which consumer attributes influence the probability of consuming western foods such as French fries, mashed potatoes, and potato chips. Results show that higher income levels and positive opinions concerning western food taste have a significant influence on increased consumption of all three processed potato products.