Evaluating Japanese Milk and Export Promotion Strategies in Hong Kong: An Analysis based on Consumer Survey

The objective of this study is to analyze consumer choice behavior concerning Japanese milk in Hong Kong using a choice experiment. Data from an online survey of 400 respondents were used for the analysis, revealing four key points: (1) 60.5% of participants consumed Japanese milk; (2) Hong Kong consumers favored both local and Japanese milk; (3) Consumers showed a preference for unhomogenized milk and vitamin-enhanced milk; and (4) Japanese milk was preferred by middle-aged, higher-income groups, men, and individuals with a university degree or higher. The findings indicate that maintaining the current advantages of Japanese milk products is essential in order to compete with foreign milk products. Promotion measures targeting middle-aged individuals, men, and those with university degrees or higher were found to be effective.