Personal values underlying ethnic food choice: Means-end evidence for Japanese food

Yeong S. Tey, Poppy Arsil, Mark Brindal, Su Y. Liew, Chi T. Teoh, Rika Terano

研究成果: Contribution to journalArticle査読

13 被引用数 (Scopus)

抄録

Background: Ethnic cuisines are increasingly popular in global food markets. This study identifies the personal values underlying Malaysian consumers' decision making with respect to Japanese food. Methods: A total of 134 Malaysian consumers were interviewed and analyzed using means-end chain methodology. Results: Our findings indicate that Japanese food is chosen for the values that the attribute “tasty” can help achieve, not for that attribute per se. Conclusion: Identified values primarily related to longevity, meaningful life-style and sense of accomplishment. The identification of these connections is an important step in understanding why a particular ethnic food is favored by foreign consumers. Our findings could be helpful to restaurateurs in meeting marketing strategies with consumer values and policymakers when designing health campaigns.

本文言語英語
ページ(範囲)33-39
ページ数7
ジャーナルJournal of Ethnic Foods
5
1
DOI
出版ステータス出版済み - 3 2018
外部発表はい

All Science Journal Classification (ASJC) codes

  • 食品科学
  • 人類学

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