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The present study analyses Khasi Food as an ethnic food to be promoted as a tourism product encouraging tourists to visit Meghalaya, India. The food tourists are primarily motivated to eat Khasi Food to provide authentic ethnic food experiences. Therefore, the purpose of the paper is to explore the willingness of tourists to eat ethnic foods and the consequent ethnic Khasi Food Experience (KFE).

This paper adopts a convergent triangulation approach. Statistical data analysis and thematic analysis were incorporated, and the combined results were compared to see if they converged to achieve the same objective or purpose, which is willingness to eat ethnic foods that influences KFE in the study area (selected villages in East Khasi Hills District and West Jaiñtia Hills District).

The converged findings from statistical analysis and thematic analysis indicate that tourists who visited the study area were willing to eat ethnic foods, which is Khasi Food and their willingness to do so has a positive influence on KFE.

To the best of the authors’ knowledge, this paper is original and the first of its kind because this study has not been conducted yet in the state of Meghalaya, India. This paper has an authentic value of projecting Khasi Food globally as a cultural and ethnic tourism product giving meaningful experiences to tourists and locals alike.

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.

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.

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.

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

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.

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.

In the last two decades there has been a dynamic growth in consumption of ethnic foods both in and outside home in the UK. Explores symbolic meanings associated with ethnic food consumption by native British consumers in the light of this growth. At a very broad level, an acculturation framework is applied to describe this cultural transformation of tastes from the traditional to the exotic. Starting from an initial dislike of these alien ethnic foods, argues that consumers have moved towards acculturation, and in some cases overacculturation, of these foods. Draws on participant observation of food consumption among seven English households, and on in‐depth interviews with 22 participants.

Evidence, though limited, suggests that UK minority ethnic individuals have lower referral rates for eating disorders than their White British counterparts. Missed or delayed diagnosis may be an important contributory factor. This paper seeks to identify key areas that require attention for early detection and treatment of eating disorders in minority ethnic people.

The approach taken was a community‐based qualitative study in Sheffield, England: interviews with relatives of people with eating disorders (n=3); key informant interviews (n=15); group discussions with community members aged 18‐24 (n=4, 24 participants).

Several factors appear to influence the recognition of, and response to, eating disorders among minority ethnic people with potential implications for timely diagnosis and treatment. Low public awareness was an important barrier to seeking medical attention. Norms and ideals relating to food and body image, as well as some religious practices, can also discourage prompt recognition of illness, though there is much diversity within and between families and communities. Some service providers can be slow to consider the possibility of eating disorders among minority ethnic individuals, while others lack confidence to deal with the needs of minority ethnic people. Poor past experiences with services also undermine people's willingness to engage with services.

The paper provides insights into socio‐cultural influences on the experiences of people living with eating disorders that require greater attention by services. Healthcare practitioners need enhanced awareness that eating disorders do affect minority ethnic people and greater confidence to engage with these patients to gain the information needed for prompt diagnosis and effective treatment.

The purpose of this paper is to explore differences in consumers’ willingness to purchase functional foods (FFs) in southern Chile in terms of socio-demographic characteristics, consumer knowledge, and subjective well-being.

A survey was carried out among 400 people in southern Chile. The questionnaire measured willingness to buy FFs with 18 different benefits, knowledge about FFs, socio-demographic characteristics and satisfaction with life and with food-related life.

Two dimensions were found for benefits sought in FFs: disease prevention and improvement of bodily functions. Cluster analysis was used to distinguish three types of consumers. The majority (59.8 per cent) showed a significant disposition to buy FFs that prevent diseases or improve bodily functions. Others (25.8 per cent) were less inclined to buy either type of FF. A minority (14.5 per cent) showed greater disposition to buy FFs which improve bodily functions. The types differ according to the size of family, presence and age of children at home, ethnic origin, education, socio-economic status, knowledge about FFs and satisfaction with life and food-related life.

This study was conducted in the context of only one country in South America. The results reveal a high interest to buy FFs in order to improve bodily functions, and this preference may be associated to lifestyle changes in the population in Latin American countries.

This study provides information on the willingness to buy FFs and relates it to ethnic origin and satisfaction with food-related life. People from ethnic minorities are less inclined to buy FFs. People who are more inclined to buy FFs are more satisfied with their life and their food-related life.

While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London.

The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumers’ acculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism.

Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism.

The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment.

The findings have direct implications for the choice of standardisation vs adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardisation, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group.

The paper makes original contribution by introducing a multi-directional perspective to acculturation by delineating four-group taxonomy (rebellion, rarefaction, resonance and refrainment). This paper also presents a dynamic model that captures how consumer cosmopolitanism impinges upon the process and outcome of multi-directional acculturation strategies.

The purpose of this paper is to investigate the relationship between consumers’ cultural values and their functional food perception.

The research is qualitative in nature and uses the grounded theory method. The data were collected through in-depth interviews with three ethnic groups, Anglo-Australian, Chinese and Indian ethnic groups in Australia. The constant comparative data analysis approach was used to analyse the interview text.

The results indicate that there is a relationship between consumers’ cultural values and their functional food perception. Functional food perception depends upon the consumers’ predisposition towards their culture, their motives for functional food consumption and the level of perseverance towards functional foods.

The study includes only three ethnic groups and is qualitative in nature, which may limit its generalisability to the universe. The inclusion of more ethnic groups and additional sources of data could form directions for future research.

Functional food marketers can assess the kind of cultural values the ethnic groups in Australia uphold and capture those values in their marketing strategies. The cultural values in the framework could be used for the segmentation of functional food consumers. In a multicultural setting like Australia, segmentation of consumers based on the standard values would be more feasible and effective to target consumers spread across different ethnic groups but who uphold similar values.

The research has attempted to fill the gap in the existing literature about the relationship between culture and functional food perception. The latent variables in the theoretical framework proposed by the qualitative enquiry can be a good starting point for understanding the influence of cultural values on functional food perception and the development of a more comprehensive theoretical framework for functional food behaviour.

The purpose of this paper is to examine the impact of different food choice motives on attitude and, subsequently, the impact of attitude, subjective norm and perceived behavioural control on the purchase intention of Pakistani ethnic food, based on the food choice motives theory and the theory of planned behaviour.

Using an intercept survey, data were collected from 559 local tourists coming from different areas of the country, who visited Swat, Gilgit and Muree regions of Pakistan, and the data were analysed using SmartPLS software.

In terms of direct effects, mood, familiarity, natural content and price were found to be significant predictors for attitude, whereas attitude, subjective norm and perceived behavioural control were found to positively affect intention to purchase Pakistani ethnic food. In addition, attitude was found to serve as a mediator for the relationships between mood, familiarity, sensory appeal and price on purchase intention.

This study has shed some light on the food choice behaviour of domestic tourists opting for their own local cuisine in Pakistan, which is under-represented in the tourism and food research literature. We also tested an integrated model of food choice motives and the theory of planned behaviour in modelling purchase intention in the tourism perspective. The present study also adds to the existing literature on mediation by modelling attitude as a mediator between food choice motives and purchase intention in the context of a developing country.

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.

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.

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.

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.

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.

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.