Consumers’ Preferences towards Nutrition-modified Milk in Urban Areas of China with Rating-based Conjoint Analysis

This study focuses on consumers' preferences for different types of nutrition-modified milk in urban areas of China. An online survey was conducted, which obtained 386 valid questionnaires. The results of conjoint analysis indicated that the ideal nutrition-modified milk was low-fat or skim milk. Also, consumers evaluated price least. Moreover, although the demographic effect and the influence of the level of involvement in milk had no significant effect on consumers' preference, consumers who feel very healthy and are more concerned about modified nutrition had a higher intention to purchase nutrition-modified milk.