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Article
Publication date: 16 May 2019

Hong-Jing Cui, Kim-Shyan Fam and Tai-Yang Zhao

The purpose of this paper is to examine the effect of regulatory focus on Chinese consumers’ intention to consume ethnic food, the mediating role of food neophobia and the…

Abstract

Purpose

The purpose of this paper is to examine the effect of regulatory focus on Chinese consumers’ intention to consume ethnic food, the mediating role of food neophobia and the moderating role of message framing with regard to regulatory focus and ethnic food consumption.

Design/methodology/approach

Lab experiments method was used in this paper, two studies were designed to test the relationship between regulatory focus, food neophobia, message framing and intention to eat ethnic food. Study 1 was to test the influence of regulatory focus on intention to eat ethnic food, and the mediation role of food neophobia. Study 2 was to test the moderation role of message framing.

Findings

Results indicated that consumers with promotion focus have higher intention to eat ethnic food than consumers with prevention focus. Prevention-focus consumers have higher food neophobia, which leads to lower intention to eat ethnic food. Food neophobia plays the mediating role in the relationship between regulatory focus and intention to eat ethnic food. Regulatory fit can increase consumers’ intention to eat ethnic food. Promotion-focus consumers show higher eating intention in gain-framing situation, while prevention-focus consumers show higher eating intention in loss-framing situation.

Research limitations/implications

The study was undertaken in China. Further studies should include respondents living in countries other than China.

Practical implications

This research provides a venue for marketers of destination tourism, especially for ethnic food marketers to introduce and advertise ethnic foods to tourists. Regulatory fit is important for destination tourism. To improve consumers’ eating intention, this research suggests that ethnic food marketers should pay attention to regulatory focus of consumers from different regions and cultural background, and design corresponding message framing for consumers with different regulatory focus to form regulatory fit.

Originality/value

First, this study has proposed and tested regulatory focus’ effect on intention to consumer ethnic food. Food neophobia is used to explain the mechanism of relation between regulatory focus and intention to eat ethnic food. Also, message framing is introduced to define the boundary of relation between regulatory focus and intention to eat ethnic food.

Details

British Food Journal, vol. 122 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 11 November 2022

Nhat Tan Nguyen, Qingyu Zhang, Shafique Ur Rehman, Muhammad Usman and Dario Natale Palmucci

Organic food consumption decreases the risk of becoming obese or overweight. This study intends to see the influence of customer perceived value, COVID-19 fear, food

Abstract

Purpose

Organic food consumption decreases the risk of becoming obese or overweight. This study intends to see the influence of customer perceived value, COVID-19 fear, food neophobia, effort and natural content on the intention to purchase organic food (IPOF) that leads to the actual purchase of organic food (APOF). Moreover, organic food availability is a moderator between IPOF and APOF.

Design/methodology/approach

PLS-SEM is used for hypothesis testing. A purposive sampling technique was followed to gather data from organic food consumers in Lahore, Gujranwala and Islamabad and a total of 479 questionnaires were part of the analysis.

Findings

The outcomes show that customer perceived value, effort and natural content is positively related to IPOF. Despite this, COVID-19 fear and food neophobia are negatively associated with IPOF. IPOF and organic food availability are positively related to APOF. Finally, organic food availability significantly moderated between IPOF and APOF.

Practical implications

This study outcome reveals that companies of organic food can recognize customer perceived value, COVID-19 fear, food neophobia, effort, natural content and organic food availability in their decision-making if they determine the actual purchase of organic food. This study offers a valuable policy to companies of organic food to enhance customer’s behavior in purchasing organic food in Pakistan. Besides, practitioners and academicians can benefit from this study finding.

Originality/value

This initial research integrates customer perceived value, COVID-19 fear, food neophobia, effort, natural content, IPOF and organic food availability to determine APOF in the COVID-19 pandemic. Moreover, consumption value theory is followed to develop the framework.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 6 May 2021

Li-Chun Hsu

This study aims to investigate the effects of visitors’ dietary habits on their acceptance of local food from the perspective of positive (e.g. local food involvement) and…

Abstract

Purpose

This study aims to investigate the effects of visitors’ dietary habits on their acceptance of local food from the perspective of positive (e.g. local food involvement) and negative (e.g. food neophobia) food-related personality traits.

Design/methodology/approach

A survey was conducted on visitors to the Slow Food Festival in Taitung, Taiwan. A total of 327 valid questionnaire responses were collected and structural equation modeling was used to conduct path analyzes.

Findings

The analysis results supported all hypotheses. Food neophobia plays a key factor in moderating roles.

Originality/value

This study contributes to the literature by integrating positive and negative perspectives of food-related personality traits. In addition, this study proposes that food neophobia plays a moderating role in food choice and behavioral decisions.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 15 no. 4
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 19 March 2018

Meltem Caber, Gökhan Yilmaz, Dogus Kiliçarslan and Adnan Öztürk

The purpose of this study is to examine how food neophobia, food involvement, tour guide performance and intention of local food consumption impact each other.

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Abstract

Purpose

The purpose of this study is to examine how food neophobia, food involvement, tour guide performance and intention of local food consumption impact each other.

Design/methodology/approach

A survey was performed with a sample of international tourists visiting Antalya, Turkey, and the data were used to test the proposed research model by means of structural equation modelling.

Findings

Results reflected a causal relationship among the examined constructs. Although tour guide performance had an insignificant effect on food neophobia, tourists’ food involvement negatively impacted and decreased neophobia.

Originality/value

This study is an exceptional contribution to the literature, as it empirically investigates the role of tour guides on tourists’ local food consumption behaviour.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 18 November 2022

Gioele Zamparo, Paolo Cunico, Donata Vianelli and Andrea Moretti

This paper aims to extend the current knowledge about how food neophobia and food technology neophobia can influence whether consumers choose fish farmed with insect-based…

Abstract

Purpose

This paper aims to extend the current knowledge about how food neophobia and food technology neophobia can influence whether consumers choose fish farmed with insect-based flours (FFIF).

Design/methodology/approach

The authors used an online survey questionnaire and a sample of 567 young Italian adults. The answers were analysed using fuzzy-set qualitative comparative analysis and structural equation modelling.

Findings

Both methodologies highlighted the relevance of food technology neophobia in influencing consumers' attitudes and intentions, even when foodstuffs were not produced through technology-intensive processes.

Research limitations/implications

Despite being focussed on a sample containing people of similar ages and food cultures, this study offers evidence that it is not necessarily the technological level of a food production process that sparks feelings of technology-related neophobia. Thus, this study highlights the importance of consumers' perceptions of foodstuff choices.

Practical implications

The findings provide valuable insights into how informative campaigns should address the problem of increasing the acceptance of novel foods, such as FFIF.

Originality/value

The present study provides empirical evidence that food technology neophobia can influence whether consumers choose FFIF. Furthermore, using a mixed-method approach is novel in the field of new foods.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 13 January 2022

Khalil Hussain, Amir Zaib Abbasi, S. Mostafa Rasoolimanesh, Carsten D. Schultz, Ding Hooi Ting and Faizan Ali

The local food tourism in Pakistan is increasing rapidly, and it attracts scholars to determine the factors affecting local food tourists' buying choices. Particularly…

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Abstract

Purpose

The local food tourism in Pakistan is increasing rapidly, and it attracts scholars to determine the factors affecting local food tourists' buying choices. Particularly, the authors aim to investigate the role of food consumption values on predicting domestic tourists' attitude toward local food and its effect on the intention to try local food with the moderating effect of personality traits (neophobia and neophilia).

Design/methodology/approach

The authors tested the study model on 250 completed responses from local food tourists. They collected the data from three tourism locations (Islamabad, Rawalpindi and Peshawar) in Pakistan. Their study utilizes the consumption value theory within the limits of Pakistan's local food tourism.

Findings

The empirical findings show that consumption values, such as price, emotion, interaction, epistemic value, location value and variety value, effectively explain the domestic tourists' attitude toward local food. The authors further report that food neophilia strengthens the local tourists' positive reception toward the local food. However, food neophobia weakens the direction between local tourists' attitude toward local food and the intention to try local food.

Practical implications

This study provides insights pertaining to tourists' local food consumption values (LFCVs) to a local destination owner and marketing manager to strategically work on LFCVs that are crucial for domestic tourists to derive their intention to try local food. Practitioners should work on domestic tourists who possess food neophobia trait and enquire them for their rejection or avoidance of a particular local destination. This will enable practitioners to bring innovation and development in the local destination, which ultimately promote local food tourism.

Originality/value

This study is the first to incorporate the variety and local value in tourists' LFCVs to predict local tourists' attitude toward local food. Additionally, the authors contribute to local food tourism by empirically studying the moderating role of personality traits (food neophilia and food neophobia) to examine the direction between local tourists' attitude and intention to local food.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 22 December 2021

Suvidha Khanna, Komal Nagar, Vinay Chauhan and Sheetal Bhagat

The purpose of the paper is to find out how food neophobia, perceived risk and perceived value affect their consumers' attitude and consumption intention toward street-food

Abstract

Purpose

The purpose of the paper is to find out how food neophobia, perceived risk and perceived value affect their consumers' attitude and consumption intention toward street-food, when researching tourists' food consumption.

Design/methodology/approach

The framework is tested using primary data collected from 445 tourists drawn from a main urban center of Jammu situated in northern India. Structural equation modeling (SEM) technique was used to analyze data using partial least squares (PLS) method.

Findings

Findings of the study provide evidence that perceived value of the street-food vendor through word of mouth (WoM) positively influenced tourists 2019 attitudes and intention to consumer street-food, while food neophobia lead to negative attitude and intention to consume. The findings further indicate that a significant negative relationship exists between perceived risk and intention to consume street-food.

Originality/value

Although several studies have been conducted in the past related to the food experiences of tourists at various destinations, the current study is the first attempt to offer an Asian perspective on and fresh insights into factors affecting tourists' street-food selection in unfamiliar environments. The paper is useful for both practitioners and academicians interested in tourist consumption behavior and food tourism, as it would help in developing effective marketing and operational strategies to develop tourism through street-vending management.

Details

British Food Journal, vol. 124 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 7 November 2016

Hiram Ting, Ernest Cyril de Run, Jun-Hwa Cheah and Francis Chuah

The 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…

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Abstract

Purpose

The 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/approach

A 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.

Findings

After 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/implications

First, 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 implications

The 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/value

The 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.

Details

British Food Journal, vol. 118 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 December 2005

Wim Verbeke and Gisela Poquiviqui López

Awareness and testing of ethnic cuisine have increased in the past decades as a consequence of the growing international trade, migration, tourism and globalisation. This…

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Abstract

Purpose

Awareness and testing of ethnic cuisine have increased in the past decades as a consequence of the growing international trade, migration, tourism and globalisation. This article aims to focus on the attitude and behaviour of Belgians towards Latin‐American ethnic foods, and of Hispanics living in Belgium towards mainstream Belgian food.

Design/methodology/approach

The role of socio‐demographic characteristics, food neophobia, and degree of acculturation or openness on food preference and choice among these two population groups is analysed. A survey with 119 Belgian and 127 Hispanic participants was performed. Data analysis deals with descriptive analyses and statistical validation of the perceived associations by means of chi‐square, t‐test, ANOVA, correlations, and stepwise multiple regression.

Findings

The overall opinion and degree of satisfaction of the Belgian sample towards ethnic food were favourable. Latin‐American food consumption and attitude of Belgians are negatively correlated with food neophobia, which is significantly higher among urban and 55+ aged consumers, and positively correlated with openness to new cultures. Taste and appearance were key attributes that determined Belgians' preference for ethnic foods. Hispanics' general perception towards Belgian mainstream food was favourable as well, although they considered their own food as being better in taste. Barriers to maintain Latin‐American food habits are availability and time constraints. Hispanics' adoption of traditional Belgian cuisine is positively correlated with time of residence in Belgium and negatively correlated with maintenance of native social interaction and language use. Food neophobia does not emerge as a determinant of Hispanics' dietary acculturation to mainstream Belgian food.

Research limitations/implications

Data are collected from a relatively small convenience sample, which limits generalisation of the findings beyond the sample characteristics, which renders the findings exploratory rather than conclusive.

Originality/value

This paper covers important, not well‐explored and previously neglected research subjects, namely attitude, perceptions and behaviour towards ethnic food and food consumption among ethnic minorities in the increasingly globalised food market. The main contribution pertains to simultaneously investigating the role of socio‐demographic, acculturation and food neophobia on food consumption decisions.

Details

British Food Journal, vol. 107 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 9 July 2020

Gislayne da Silva Goulart, Mayra Monteiro Viana and Thelma Lucchese-Cheung

The purpose of this paper is to assess consumers' perception of a typical Brazilian food in its familiar and innovative versions through a survey combined with textual analysis.

Abstract

Purpose

The purpose of this paper is to assess consumers' perception of a typical Brazilian food in its familiar and innovative versions through a survey combined with textual analysis.

Design/methodology/approach

The study collected consumers’ data (N = 476) via survey and conducted two textual analysis – similitude and descending hierarchical classification (DHC) – using the Iramuteq software. In order to evaluate the consumers’ perception, traditional cheese breads (familiar) and cheese breads with carrots (innovative) were used. The consumers are from Central-West Brazil and had diverse socioeconomic status.

Findings

Similitude analysis showed that the familiar product presented mostly neutral or positive characteristics. The DHC analysis provided three relevant classes for the traditional cheese bread (familiar) product, considering the consumers’ perceptions and socioeconomic status. For the innovative product, the similitude analysis showed negative associations with the food (food neophobia), but there are also positive characteristics to be explored (food neophilia). Neophobia was attributed to hedonic aspects, e.g. doubts about the taste approval. Neophilia was related to normative aspects, e.g. the product's health benefits.

Research limitations/implications

The results are exploratory and, therefore, cannot be generalized, but can arise insights to different food products. It was observed that the chosen method can be useful to access the consumer's perception and could be replicated in other cultures and regarding different products.

Practical implications

Food neophobia can be avoided by highlighting hedonic aspects and food neophilia can be activate via normative attributes, so the launch of an innovative food should be accompanied by consumer-oriented marketing strategies.

Originality/value

The present study brings relevant insights regarding food neophobia and neophilia and uses a combination of survey with textual analysis.

Details

British Food Journal, vol. 123 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

1 – 10 of 280