The demand for pre-made dishes has increased in China. However, a detailed understanding of residents’ intention to consume pre-made dishes is lacking in the existing studies. This research aims to investigate the consumer motives and intention to consume pre-made dishes. Through in-depth interviews and analysis, this research explores the factors influencing the residents’ intention along the research steps of grounded theory. Fifty-one residents participated in semi-structured interviews via face-to-face or online interviews. Three motives for purchasing pre-made dishes were attitude, subjective norm, and perceived control. These were influenced by external factors, including environmental features and product features. Subjective characteristics are pre-existing characteristics of individuals themselves, including cooking skills, food skills, housework allocation, and eating attitudes, which play a moderating role in the relationship between external factors and consumer motives. Based on the six major categories, this study built a model of the formation mechanism of the consumer intention to consume pre-made dishes. It revealed the psychological attribution of residents’ consumption of pre-made dishes. The finding of this study contributes to the understanding of the internal logic of PMDs’ consumer intention formation. It would be a guide for researchers to map out appropriate business development strategies, and provide evidence for the government in formulating management policies.

Background/Objectives: Healthy diets and proper nutrition are fundamental for human survival. With economic development and rising incomes, the food consumption structure of rural residents in China has noticeably changed. However, substantial disparities still exist in the quality of food consumption between urban and rural areas, and the dietary structure of rural populations remains imbalanced. Methods: This study uses 2020 China Rural Revitalization Survey (CRRS) samples of rural residents for analysis since it asked residents questions about their digital literacy and food consumption. A total of 2827 valid rural resident samples were finally obtained, and the participants had a mean age of 54.844 years. This study employs the ordinary least squares (OLS) model and the two-stage least squares (2SLS) method to examine the impact of digital literacy on the food consumption structure of rural households and its underlying mechanisms. Results: Based on the regression analyses, digital literacy significantly improves the food consumption structure of rural residents (p < 0.05). Heterogeneity analysis shows that at the regional level, digital literacy has a stronger impact on the food consumption structure of rural residents in southern China (β = −153.255, p < 0.05); at the individual level, its impact is more pronounced among rural residents with lower educational attainment (β = −427.506, p < 0.01) and among middle-aged and elderly populations (β = −212.705, p < 0.05). The mechanism analysis reveals that digital literacy can enhance the food consumption structure of rural residents by increasing their awareness of dietary health and food safety. Conclusions: These findings highlight the necessity of integrating the optimization of food consumption structures with enhancements in digital literacy into policy-making and provides valuable insights for developing policies aimed at improving the nutritional health of rural residents.

As rural residents face the dual challenges of transforming dietary structures and addressing nutritional health burdens, establishing a resilient food consumption system for rural households has become an urgent priority. Drawing on micro-level data from the China Land Economic Survey (CLES) for the period 2020–2022, this study employs two-way fixed effects models, an instrumental variable (IV) approach, and seemingly unrelated regression (SUR) techniques to examine the impact of agricultural production diversity on household food expenditure and dietary diversity, as well as the underlying mechanisms. The results reveal that agricultural production diversity yields a significant and robust dual-dividend effect within household food consumption systems: it not only reduces per capital food expenditure but also enhances dietary diversity. Mechanism analysis indicates that diversified production increases food self-sufficiency, thereby reducing cash outflows for essential food items, while simultaneously improving dietary diversity through increased agricultural income and greater agricultural commercialization. Heterogeneity analysis further shows that these effects are more pronounced in villages lacking rural industrial support and among non-ageing households. These findings suggest that, in contexts where market mechanisms remain underdeveloped, the uncritical pursuit of absolute agricultural specialization may not align with the livelihood and nutritional needs of rural residents. From the perspective of fostering a healthy and resilient food system, China should adopt differentiated agricultural support policies, encourage rural households to maintain an appropriate degree of production diversity, and strengthen local agricultural market infrastructure.