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

Author

Listed:
  • Xiangzhi Bu

    (Department of Business Administration, Business School and Guangdong-Taiwan Enterprise Cooperation Research Institute, Shantou University, Shantou 515063, Guangdong, China)

  • Hoang Viet Nguyen

    (Department of Research Administration, Thuongmai University, Hanoi 100000, Vietnam)

  • 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)

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.

Suggested Citation

  • Xiangzhi Bu & Hoang Viet Nguyen & Quang Huy Nguyen & Chia-Pin Chen & Tsung Piao Chou, 2020. "Traditional or Fast Foods, Which One Do You Choose? The Roles of Traditional Value, Modern Value, and Promotion Focus," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7549-:d:413016
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    References listed on IDEAS

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