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.本研究构建了包含7个变量的理论模型，具体涵盖海鲜优势识别、海鲜消费偏好、购物审慎性、海鲜生理不适风险感知、传统食品安全风险等效认知、食品安全监管信任以及海洋污染影响严重性认知。本研究编制结构化问卷，共回收有效样本505份以开展实证分析。回归分析结果显示，海洋污染影响严重性认知、购物审慎性、海鲜生理不适风险感知及传统食品安全风险等效认知，对海鲜消费替代行为均具有显著正向影响；其中，海洋污染影响严重性认知是该类替代行为最强的单一驱动因子。与之相对，海鲜优势识别、海鲜消费偏好与食品安全监管信任的独立净效应均未达到统计学显著性水平。本研究进一步通过模糊集定性比较分析（fsQCA）开展组态分析，识别出8条可实现高水平消费替代行为的充分条件路径，并将消费者决策逻辑划分为8种差异化类型：营养识别型风险规避型、制度信任型审慎决策型、享乐主义型风险权衡型、风险参照型偏好驱动型、制度依赖型风险缓冲型、制度适配型低识别维持型、理性计算型多风险整合型以及制度保障型风险脱敏型。本研究结果验证了消费者决策过程中存在的多重并发因果性与等效终局性特征。