Traditional or Fast Foods, Which One Do You Choose? The Roles of Traditional Value, Modern Value, and Promotion Focus

Xiangzhi Bu, Hoang Viet Nguyen, Quang Huy Nguyen, Chia-Pin Chen and Tsung Piao Chou
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Xiangzhi Bu: Department of Business Administration, Business School and Guangdong-Taiwan Enterprise Cooperation Research Institute, Shantou University, Shantou 515063, Guangdong, China
Quang Huy Nguyen: Arts Design Faculty, University of Architecture Ho Chi Minh City, Ho Chi Minh City 700000, Vietnam
Chia-Pin Chen: Department of Business Administration, National Chung Hsing University, Taichung 402, Taiwan
Tsung Piao Chou: Department of Business Administration, National Chung Hsing University, Taichung 402, Taiwan

Sustainability, 2020, vol. 12, issue 18, 1-19

Abstract: Eating behaviors and food consumption motivations have been important research topics in consumer, nutrition, and food literature. This study aims to examine the impact of some key factors (i.e., nationalism, materialism, cultural values, and promotion focus) on the consumption of traditional food and fast food in an emerging market. Using a sample data of 691 urban consumers in China, results of structural equation modeling reveal that nationalism appears to be an important predictor of traditional personal value, while materialism is a major factor that enhances modern personal value. Additionally, promotion focus has a positive mediating effect on the relationship between traditional personal value and traditional food purchase intention and that between modern personal value and fast food purchase intention. Notably, the total effect of modern personal value on fast food purchase intention is stronger than the total impact of traditional personal value on traditional food purchase intention. This study provides fresh insights into motivations for traditional food and fast food consumption in China and have important implications for food marketers and policymakers who aim at promoting favorable eating behaviors.

Keywords: eating behavior; food consumption motivation; cultural value; nationalism; materialism; traditional food; fast food; overweight; emerging market; young consumers; China (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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