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Article
Publication date: 5 January 2022

Bekir Bora Dedeoğlu, Marcello Mariani, Fangfang Shi and Bendegul Okumus

This paper aims to investigate the relationships between motivation and intention to consume local food and between intention to consume local food and intention to visit the…

1268

Abstract

Purpose

This paper aims to investigate the relationships between motivation and intention to consume local food and between intention to consume local food and intention to visit the destination of that food's origin while examining the moderating effect of risk perception associated with coronavirus disease 2019 (COVID-19).

Design/methodology/approach

Data were collected from two samples of potential Chinese tourists in the contexts of Italian and Thai food. Data obtained from 264 Chinese respondents for Italian food and 277 Chinese respondents for Thai food were analyzed. Partial least squares structural equation modeling was utilized to test the research model.

Findings

The results indicate that, while motivational factors such as cultural experience, novelty and sensory appeal influence potential Chinese tourists' intention to consume Italian food, motivational factors such as cultural experience, health concern, novelty and sensory appeal influence tourists' intention to consume Thai food. The authors found that intention to consume local food positively influences tourists' intention to visit both destinations (Italy and Thailand). Moreover, tourists' risk perceptions of COVID-19 negatively moderate the effect of cultural experience and novelty on the intention to consume Italian food. Regarding the intention to consume Thai food, the authors found that tourists' risk perceptions have a diminishing effect on all motivational factors.

Originality/value

This pioneering study examines the role of COVID-19-related risk perception on the relationships among motivation of local food consumption, intention of local food consumption and destination visit intention in the context of two destination countries. It reveals cross-country differences of the negative effect pertaining to the risk perceptions of COVID-19, which has important implications for international destination marketing.

Details

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

Keywords

Article
Publication date: 20 June 2019

Mumtaz Ali Memon, Muhammad Zeeshan Mirza, Bibiana Lim, Waheed Ali Umrani, Mohamed Ayyub Hassan, Tat Huei Cham and Khurram Shahzad

International students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is the…

Abstract

Purpose

International students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is the local food they consume. The purpose of this paper is to investigate key factors that contribute to international students’ intention to consume Malay food. Drawing on the theory of planned behavior (TPB), the present study examines the impact of attitude, subject norm and perceived behavioral control (PBC) on international students’ intention to consume Malay food.

Design/methodology/approach

A quantitative approach using self-administered questionnaire was adopted. A total of 163 samples were collected from international students studying in five different Malaysian higher education institutions. A partial least squares structural equation modeling technique was used to test the hypothesized model.

Findings

The findings highlight that attitude, subject norms and PBC significantly motivate international students to consume local food. The subject norm toward consuming local food was revealed as the strongest predictor of international students’ intention to consume Malay food.

Originality/value

Although this is one of the early studies that uses the TPB in assessing the factors that influence international students’ intention to consume local food, this paper is driven by and aimed for practical consideration and thus making a significant contribution to practice. Specifically, the findings of the present study provide important implications for tourism industry practitioners to plan and implement initiatives that may promote local food among international students studying in Malaysian institutions.

Details

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

Keywords

Open Access
Article
Publication date: 28 December 2021

Rahmatina Awaliah Kasri, Abdillah Ahsan, Dono Widiatmoko and Sri Rahayu Hijrah Hati

Despite the importance of pharmaceutical products in everyday life, particularly after the coronavirus outbreak in early 2020, only a few studies have attempted to analyse…

7415

Abstract

Purpose

Despite the importance of pharmaceutical products in everyday life, particularly after the coronavirus outbreak in early 2020, only a few studies have attempted to analyse consumer behaviour with regard to halal pharmaceutical products. Therefore, this study aims to investigate the factors influencing purchase intention for halal pharmaceutical products among Indonesian Muslims.

Design/methodology/approach

This study uses a theory of planned behaviour approach, in which religiosity and knowledge of halal product variables are added to attitude, subjective norms and perceived behavioural control variables. Primary data were collected from 225 Indonesian Muslims in Jakarta, the capital city of Indonesia and analysed using structural equation modelling.

Findings

The study found that the intention to purchase halal pharmaceutical products is positively affected by attitude, religiosity, knowledge of halal products and perceived behavioural control. However, the influence of the subjective norm variable was found to be insignificant in this study.

Research limitations/implications

It is possible to improve the empirical model by including more explanatory variables and investigating the mediating effect of the variables. The study could also be scaled up to reach more respondents in different regions and countries. These additional aspects would provide better insights into the behaviour of consumers when considering halal pharmaceutical products.

Practical implications

The findings suggest the importance of designing and implementing appropriate strategies and campaigns to enhance knowledge of halal products, of positive attitudes and of better resources/opportunities to consume halal pharmaceutical products. The industry needs to highlight its products’ halal and tayyib aspects through proper branding and promotion strategies. The government and other stakeholders could also implement education campaigns to increase halal products and halal literacy knowledge. These are ultimately expected to enhance the effectiveness of halal regulations and meet Muslim consumer expectations in the country.

Originality/value

Despite the importance of halal pharmaceutical products, this area has received limited attention in the academic literature. Thus, this study attempts to elaborate on consumer behaviour in this niche area.

Article
Publication date: 12 February 2024

Guanqi Zhou and Saqib Ali

This study aims to investigate consumer decision-making styles (CDMS) in the context of street food. In addition to the original CDMS constructs, two additional constructs, namely…

Abstract

Purpose

This study aims to investigate consumer decision-making styles (CDMS) in the context of street food. In addition to the original CDMS constructs, two additional constructs, namely food safety risks and environmental risks, were included based on relevant literature. Furthermore, the study explores the moderating role of social media celebrities (SMCs) in bridging the intention-behaviour gap in street food consumption behaviour.

Design/methodology/approach

The data were collected through an online survey, with 300 participants providing useable responses. Partial least squares (PLS) analysis was employed to analyse the data.

Findings

The findings indicate that out of the eight identified CDMS, six styles, specifically recreational (hedonistic shopping consciousness), price consciousness, novelty-seeking, impulsiveness, confusion due to over-choice and brand loyalty, significantly influence consumers' intention to consume street foods. Additionally, the results support the moderating role of SMCs. This suggests that the presence and influence of SMCs play a significant role in shaping consumers' intention and behaviours towards street food consumption.

Originality/value

This study contributes significantly to the literature by adding two additional constructs, namely safety risks and environmental risks in CDMS. Moreover, this study fulfils the intention-behaviour gap in street food literature by exploring the moderation effect of SMCs.

Article
Publication date: 14 June 2023

Berna Kurkcu, Eylem Üstünsoy and Bekir Bora Dedeoğlu

This study has two main purposes. First, the effects of health anxiety and perceived social value on the intention to consume functional food were examined. Second, the role of…

Abstract

Purpose

This study has two main purposes. First, the effects of health anxiety and perceived social value on the intention to consume functional food were examined. Second, the role of health knowledge levels in these relationships was identified.

Design/methodology/approach

The sample consisted of 271 restaurant consumers on the European side of Istanbul between August and October 2021. Partial least squares structural equation modeling (PLS-SEM) was used to test the research model.

Findings

Restaurant consumers revealed that health anxiety and perceived social value positively affect functional food consumption intentions. Moreover, health knowledge levels have a negative moderating effect on the relationship between health anxiety and functional food consumption intentions.

Originality/value

Thanks to the findings of this study, the roles of health anxiety, perceived social value and health knowledge in functional food consumption were determined, thus filling a vital literature gap.

Details

British Food Journal, vol. 125 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 26 August 2020

Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger III and Mauro Jose De Oliveira

This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online…

6973

Abstract

Purpose

This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online brand-related activities (COBRAs) and their related outcomes, including on-going search behaviour and repurchase intention.

Design/methodology/approach

The theoretical framework is tested for luxury cosmetics brands. Data were collected in China from 433 WeChat users utilising a self-administered online survey. Data analysis uses partial least squares–structural equation modelling.

Findings

Entertainment and interaction drive consumers' consuming, contributing and creating behaviours, whilst trendiness drives creating behaviour only. Inconsistent with previous research findings, customisation has a non-significant impact on consumers' consuming, contributing and creating behaviours. Consuming and creating behaviours assist in driving on-going search behaviour and repurchase intention. Contributing behaviours assist in driving on-going search behaviour only.

Research limitations/implications

Cross-sectional in nature, this research adds to the marketing literature by explaining how to use SMM to drive COBRAs for luxury cosmetics in China using WeChat. To enhance the generalisability of the findings, future research might consider a longitudinal design, including comparisons between countries with diverse cultures as well as other industries and product types.

Practical implications

COBRAs may be heightened by using entertaining and trendy content. Incorporating interactive content on social media platforms encourages consumers to consume, contribute and create content on social media brand communities, further driving their on-going search behaviour and repurchase intention.

Originality/value

Examination of SMM's role in the marketing literature largely overlooks the impact of SMM elements on COBRAs. This study contributes to the SMM research by empirically testing a theoretical model, confirming that specific SMM elements – including entertainment and interaction – are key factors in driving consumers' consuming, contributing and creating behaviour on social media brand communities, influencing consumers' on-going search behaviour and repurchase intention.

Details

Marketing Intelligence & Planning, vol. 39 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 19 December 2019

Jengchung Victor Chen, Trang Nguyen and Marissa Oncheunjit

Recent technological advances have led to the growing popularity of traffic-related social media platforms which facilitate drivers to easily share, consume and exchange traffic…

1276

Abstract

Purpose

Recent technological advances have led to the growing popularity of traffic-related social media platforms which facilitate drivers to easily share, consume and exchange traffic information instead of the traditional ways using TV or radio. By integrating the information systems success model, social capital theory and dedication-based commitment mechanism, the purpose of this paper is to examine the varying degree of effectiveness in maintaining user’s continuance intention between two different social media platforms for traffic information.

Design/methodology/approach

The data were collected through online questionnaires from two platforms. One is a multi-channel traffic information community that has been specialized in traffic information for many years and has adopted several kinds of social media to engage with its audience. The other is a community-based traffic application created to help people exchange and contribute traffic information with real-time navigation.

Findings

The findings show that the effects of satisfaction and affective commitment on continuance intention are stronger in the community-based traffic application while their antecedents play different roles in shaping satisfaction and affective commitment due to the nature and characteristics of these two groups.

Originality/value

This study will be the first attempt to understand what matters to users and what can retain users to routinely use a specific traffic-related social media platform in their daily lives. This is also one of the first empirical studies that examine both transactional and relational points of view on users’ continuance intention.

Details

Internet Research, vol. 30 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 30 June 2021

Flaviana Ivy Febian, Sharifah Nurafizah Syed Annuar and Mumtaz Ali Memon

Functional foods and their association with health benefits and disease risk reduction open a promising possibility for consumers to pursue a healthier lifestyle and extend their…

Abstract

Purpose

Functional foods and their association with health benefits and disease risk reduction open a promising possibility for consumers to pursue a healthier lifestyle and extend their life expectancy. This study aims to investigate the effect of perceived susceptibility, perceived barriers and intention to consume functional food among older consumers.

Design/methodology/approach

Data were collected from Malaysian older consumers using a structured questionnaire. A total of 250 usable questionnaires were used for final data analysis. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the collected data.

Findings

The results show that perceived barriers and cue to action significantly affect older consumers' intention to consume functional foods. Nevertheless, perceived susceptibility does not influence older consumers' intention to consume functional food.

Originality/value

This study broadens our understanding of older consumers' intention to consume functional food. Importantly, the present study is one of the first studies that extend the application of the Health Belief Model (HBM) in the context of functional food consumption. The findings of the study provide pragmatic insights for both practitioners and researchers.

Details

British Food Journal, vol. 123 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 21 December 2021

Patrícia de Oliveira Campos, Letícia Barbosa de Mélo, Jéssica Carvalho Veras de Souza, Poliana Nunes de Santana, Juliana Matte and Marconi Freitas da Costa

This study aims to contribute to the healthy eating literature by analyzing whether fear of coronavirus disease 2019 (COVID-19), ability to prepare food and the safety-seeking are…

Abstract

Purpose

This study aims to contribute to the healthy eating literature by analyzing whether fear of coronavirus disease 2019 (COVID-19), ability to prepare food and the safety-seeking are antecedents of the intention to consume healthy foods during COVID-19 pandemic.

Design/methodology/approach

The authors conducted two studies. The first study was done with a sample of 546 valid respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data. The second study was qualitative, in which 40 subjects took part. Data were analyzed using thematic analysis.

Findings

The main findings reveal that ability to prepare food and the safety-seeking are strong antecedents of the intention to consume healthy foods. In addition, safety-seeking mediates the relationship between fear of COVID-19 and intention to consume healthy eating. However, high levels of fear did not influence the ability to prepare food and intention to consume healthy foods. Also, the ability to prepare food does not mediate the relation between fear of COVID-19 and intention to consume healthy food.

Originality/value

This study is among the first to consider terror management propositions to analyze the intention to consume healthy foods during COVID-19 pandemic. From a scientific point of view, it has several contributions to the literature. First, this study provides advances and innovation in the field by identifying new explanatory relations. Second, this study extends the scope of terror management health model (TMHM) by analyzing it in the pandemic context. Third, the findings seem to provide empirical support for recent criticism of TMHM assumptions. Moreover, practical implications are outlined to public health decision-makers and healthy food businesses on increasing consumers’ intention to healthy eating.

Details

Marketing Intelligence & Planning, vol. 40 no. 2
Type: Research Article
ISSN: 0263-4503

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 theory of…

3016

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

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