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.
Highlights
Eating is a behavior that every individual pursues to satisfy basic human need in daily life
To enrich knowledge in current literature, this study aims at investigating the influence of cultural values on food consumption with the mediating role of promotion focus
To clarify the antecedents of cultural values, this study examines the influence of nationalism and materialism on traditional and modern personal values
Summary
Eating is a behavior that every individual pursues to satisfy basic human need in daily life. Several studies have determined the issue of eating behavior in current food and consumer research [1]. Researchers have focused on the antecedents and consequences of food consumption aspect of eating behavior. Banik et al [2] determined the impact of fast food consumption on obesity among adolescents in Bangladesh. Jacob et al [3] investigated the relationship between fast food consumption and suicide attempt of adolescents aged between 12 and 15 years from 32 countries. Machado-Oliveira et al [4] conducted a systematic review of current literature and determined the relationship between personality traits and food consumption. Lee et al [7] examined the cuteness of product designs and food consumption in Taiwan
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