Going nuts? Attitudes of Japanese and Chinese consumers towards Vanuatu Canarium nuts

This research addresses knowledge gaps surrounding South Pacific Canarium nut consumption attitudes in two Asian markets - Japan and China. Findings suggest that the Chinese market has a greater propensity to consume Vanuatu Canarium nuts than the Japanese. Age was another indicative factor for Vanuatu Canarium nut consumption, with those above 55 reflecting a stronger disposition than younger age groups in both the Chinese and Japanese markets. However, gender did not appear to be a discriminating factor for Vanuatu Canarium nut consumption. These insights provide theoretical and managerial implications for the future of Canarium nut marketing and consumer behaviour.