Ethnic Food Consumption: Mediating role of Food Involvement and Food Neophilia

Authors : Merve Güdek

Pages : 265-279

View : 92 | Download : 75

Publication Date : 2024-07-05

Article Type : Research Paper

Abstract :Ethnic food encompasses foods and beverages specific to a particular culture. Ethnic dishes reflect the customs and traditions of the culture to which they belong, their religion, heritage, and national origins. Consumption of ethnic foods has increased in recent years and has come to the fore. This study aimed to test a research model that explains how openness to different cultures affects ethnic food consumption intention. Structural equation modeling (SEM) was used to examine the connection among variables. Data was collected between April 29 and July 19, 2023. Convenience sampling method was used in the study. Research data were collected from 321 participants dining in the ethnic restaurants in Istanbul. The findings revealed that openness to different cultures positively and significantly affected food neophilia (β = 0.94; P <0.01) and food involvement (β = 0.38; P <0.01). It was also found that the mediating role of food neophilia and food involvement in the positive relationship between openness to new cultures and ethnic food consumption intention. The findings are expected to help create marketing strategies to improve ethnic food consumption in Türkiye and contribute to enriching the existing knowledge in the literature, especially ethnic food consumption.
Keywords : Etnik yemek tüketim niyeti, gıdaya ilişkin kişilik özellikleri, farklı kültürlere açıklık, gastronomi