Research Questionnaire on the Influencing Factors of Consumers' Substitution Behavior in Seafood Consumption

The study constructed a theoretical model involving seven variables, namely seafood advantage identification , seafood consumption preference , shopping prudence , seafood physiological discomfort risk perception , equivalence cognition of traditional food safety risks , trust in food safety supervision , and severity cognition of marine pollution impacts . A structured questionnaire was developed, and 505 valid samples were collected for empirical analysis. The regression results showed that severity cognition of marine pollution impacts, shopping prudence, seafood physiological discomfort risk perception, and equivalence cognition of traditional food safety risks exerted significantly positive effects on seafood consumption substitution behavior. Among them, severity cognition of marine pollution impacts served as the strongest single driving factor for such substitution behavior. In contrast, the independent net effects of seafood advantage identification, seafood consumption preference, and trust in food safety supervision were not statistically significant. Further fsQCA configurational analysis identified eight sufficient condition paths for high-level consumption substitution behavior. It also categorized eight diversified consumer decision-making logics: nutrition-identified risk-averse type, institutional trust prudent decision-making type, hedonistic risk-tradeoff type, risk-referenced preference-driven type, institution-dependent risk-buffering type, institution-adapted low-identification maintenance type, rational-calculation multi-risk integration type, and institution-guaranteed risk-desensitization type. The findings validate the characteristics of multiple conjunctural causation and equifinality in consumer decision-making.