Chinese consumers’ preferences for traceable imported cold chain food: SEM and fsQCA analysis in the post-pandemic era

Purpose Against the backdrop of growing interest in exotic cuisine and heightened concerns over the safety of imported cold chain food in the post-pandemic era, this study explores the purchase intentions and influencing factors of Chinese consumers toward traceable imported cold chain food. Design/methodology/approach The study collected 150 open-ended questionnaires and 273 valid structured questionnaires through an online survey. Data were analyzed using Structural Equation Modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA). Findings The SEM results indicate that subjective norms, product information search behavior, perceived safety, consumer trust, and behavioral attitude significantly and positively influence purchase intention. Consumer trust mediates the relationship between perceived safety and purchase intention, while behavioral attitude mediates the relationships between perceived safety and purchase intention, as well as between subjective norms and purchase intention. The fsQCA analysis identified multiple configurations of conditions affecting purchase intention, corroborating the SEM findings and highlighting the complex interplay among variables. Originality/value By integrating SEM and fsQCA, this study offers a multidimensional perspective on the complexity of consumer purchase intentions in the post-pandemic era. It not only extends the application of the Theory of Planned Behavior but also provides actionable insights for optimizing food safety management and market strategies.