Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Food neophobia and ethnic food consumption intention

Food neophobia and ethnic food consumption intention PurposeThe purpose of this paper is to serve as groundwork to investigate the determinants of ethnic food consumption intention in the context of developing markets. Using the theory of planned behaviour as the underlying basis, it is aimed to explain the effect of attitude, subjective norm and perceived behaviour control on consumption intention towards Dayak food. Since Dayak food is relatively unfamiliar compared to conventional food in Malaysia, food neophobia is incorporated into the model so as to assess its moderation effect on every postulated relationship.Design/methodology/approachA quantitative approach via self-administered questionnaire was adopted. In all, 300 copies of the questionnaire were distributed to non-Dayak Malaysians, and 211 usable copies were subsequently collected, suggesting that non-response bias was not a major issue. A post hoc Harman single-factor analysis was also performed to ensure the variance in the data was not explained by one single factor, thus addressing the common method bias. Structural equation modelling using partial least squares approach was then utilized to assess the relationships of variables under investigation and the moderation effect of food neophobia.FindingsAfter ensuring the data have acceptable reliability and validity, structural model assessment was performed to test the hypotheses. The findings show that attitude, subjective norm and perceived behavioural control all have positive effect on consumption intention of non-Dayak Malaysians towards Dayak food. However, food neophobia is only found to have a moderation effect on the relationship between subjective norm and consumption intention.Research limitations/implicationsFirst, the sample is largely consisted of college and university students in Malaysia who are believed to be more daring to try new things, including new food. Second and more importantly, the dearth of literature and empirical studies on Dayak food and ethnic food in Malaysia might have actually pointed to the limitation in using only quantitative questionnaire in the study. As salient beliefs are the antecedents in the theory of planned behaviour, knowing consumers’ specific beliefs about Dayak food would have provided a more detailed and comprehensive understanding of consumption intention and the moderating effect of food neophobia.Practical implicationsThe moderation effect of food neophobia on the relationship between subjective norm and consumption intention towards Dayak food implies the importance of recommendations and favourable word-of-mouth from the significant ones, such as family members and peers, to make people willing to try and consume it. This corresponds to earlier findings pertaining to the collectivistic culture in Malaysia. Unlike countries with individualistic cultures, Malaysians tend to conform to the consumption choices of significant others. This implies that those whom they hold in high regard, are able to influence them both positively and negatively through their advice or opinions.Originality/valueThe present study has not only extended the use of theory of planned behaviour in the context of Dayak food consumption intention in a developing country, but it has also deepened the theory by incorporating food neophobia as the moderator to provide additional theoretical explanation to ethnic food consumption intention. Given the wealth of Asian culture, and its significant role in the global marketplace, the understanding of ethnic food consumption intention of the local and foreign consumers using the extended theory of planned behaviour would contribute knowledge not only to consumer behaviour, but also to food and service industry and tourism. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Food neophobia and ethnic food consumption intention

Loading next page...
 
/lp/emerald-publishing/food-neophobia-and-ethnic-food-consumption-intention-2rc3c33f39
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/BFJ-12-2015-0492
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to serve as groundwork to investigate the determinants of ethnic food consumption intention in the context of developing markets. Using the theory of planned behaviour as the underlying basis, it is aimed to explain the effect of attitude, subjective norm and perceived behaviour control on consumption intention towards Dayak food. Since Dayak food is relatively unfamiliar compared to conventional food in Malaysia, food neophobia is incorporated into the model so as to assess its moderation effect on every postulated relationship.Design/methodology/approachA quantitative approach via self-administered questionnaire was adopted. In all, 300 copies of the questionnaire were distributed to non-Dayak Malaysians, and 211 usable copies were subsequently collected, suggesting that non-response bias was not a major issue. A post hoc Harman single-factor analysis was also performed to ensure the variance in the data was not explained by one single factor, thus addressing the common method bias. Structural equation modelling using partial least squares approach was then utilized to assess the relationships of variables under investigation and the moderation effect of food neophobia.FindingsAfter ensuring the data have acceptable reliability and validity, structural model assessment was performed to test the hypotheses. The findings show that attitude, subjective norm and perceived behavioural control all have positive effect on consumption intention of non-Dayak Malaysians towards Dayak food. However, food neophobia is only found to have a moderation effect on the relationship between subjective norm and consumption intention.Research limitations/implicationsFirst, the sample is largely consisted of college and university students in Malaysia who are believed to be more daring to try new things, including new food. Second and more importantly, the dearth of literature and empirical studies on Dayak food and ethnic food in Malaysia might have actually pointed to the limitation in using only quantitative questionnaire in the study. As salient beliefs are the antecedents in the theory of planned behaviour, knowing consumers’ specific beliefs about Dayak food would have provided a more detailed and comprehensive understanding of consumption intention and the moderating effect of food neophobia.Practical implicationsThe moderation effect of food neophobia on the relationship between subjective norm and consumption intention towards Dayak food implies the importance of recommendations and favourable word-of-mouth from the significant ones, such as family members and peers, to make people willing to try and consume it. This corresponds to earlier findings pertaining to the collectivistic culture in Malaysia. Unlike countries with individualistic cultures, Malaysians tend to conform to the consumption choices of significant others. This implies that those whom they hold in high regard, are able to influence them both positively and negatively through their advice or opinions.Originality/valueThe present study has not only extended the use of theory of planned behaviour in the context of Dayak food consumption intention in a developing country, but it has also deepened the theory by incorporating food neophobia as the moderator to provide additional theoretical explanation to ethnic food consumption intention. Given the wealth of Asian culture, and its significant role in the global marketplace, the understanding of ethnic food consumption intention of the local and foreign consumers using the extended theory of planned behaviour would contribute knowledge not only to consumer behaviour, but also to food and service industry and tourism.

Journal

British Food JournalEmerald Publishing

Published: Nov 7, 2016

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$499/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month