The aim of this research is to find out what's attitude Swedish
consumers have to Chinese food. The questionnaires based on the Food
Choice Questionnaire (FCQ) are handed out to 100 Swedish respondents in
order to investigate their motivation on Chinese food choice. Eleven
factors involved in the questionnaire are labeled health, mood,
convenience, sensory appeal, natural content, price, weight control,
familiarity, image of China, culture and safety. The information from
two semi-structured interviews with Chinese food suppliers showed
Swedish consumers' attitude to Chinese food in another angles. The ABC
model and Balance Theory are seen as the theoretical basis for empirical
research analysis. The eating habits of Swedish and Chinese are compared
to show their difference which influence Swedish consumers on food
choice more or less.