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The research objective is to explore consumers' (those of ethnic origin and non-ethnic origin) motivation for choosing ethnic food.

A total of 120 respondents were approached at Padang restaurants in Jakarta, and personal interviews were conducted using soft laddering techniques linking to means-end chain (MEC) analysis. The associations among attributes, consequences and values were mapped into a graphical hierarchy to depict the cognitive structure of consuming ethnic food.

The unique and spicy taste of Padang food, as well as preferences for the cuisine, was identified as the determinants of consumption of Padang food. In addition, the Minang people still considered the food's origin and tradition when consuming it. “Financial security” and “happiness” were identified as the desired values that consumers want to achieve.

The extent to which acculturation affects consumers' decision-making on consuming ethnic food has not been significantly investigated.

Padang food can be promoted by highlighting its traditions and unique, spicy taste. These are key messages to attract consumers of Padang ethnic food.

The paper presents an original motivations and cognitive structures for eating Padang food.