Differences in culture, language, and behavior between Chinese and Western consumers make entering
the Chinese market a challenge. Chinese consumers may desire similar product features (e.g. brand name,
quality, and flavor) to Western consumers but the value that consumers attach to the same product may
differ cross-nationally. Besides values, an understanding of desired product attributes and the consequences
linking to these values is also important. To the authors’ knowledge, there is no published scientific
research that investigates how personal values influence Chinese consumers’ food consumption
decisions. The aim of this research was to identify the links among product attributes, consequences of
these attributes, and personal values associated with healthy drink consumption decisions within the
Chinese market. Specifically, this research employed means-end chain theory and used association pattern
technique (APT) as the main data collection technique to identify these links. Focus groups (n = 6)
were held in Hangzhou, China to identify the important attributes and consequences involved in the consumption
decisions of healthy drinks. These attributes and consequences along with Schwartz’s 10 basic
values were used to construct the matrices included in the APT survey. A total of 600 APT surveys were
administered in six different companies in Hangzhou, with 570 returned. Construction of the hierarchical
value map (HVM) identified four of Schwartz’s personal values influencing Chinese consumers’ healthy
drink consumption decisions: security, hedonism, benevolence, and self-direction. Food safety was the foremost
concern for Chinese consumers when choosing healthy drinks. Chinese consumers also sought a
good tasting and nutritious drink that was good value for money. Results from this study provide food
marketers with an in-depth understanding of Chinese consumers’ healthy drink consumption decisions.
Implications and recommendations are provided that will assist food marketers to effectively enact
marketing strategies in China.