IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i18p7549-d413016.html

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/18/7549/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/18/7549/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shiksha Kushwah & Amandeep Dhir & Mahim Sagar & Bhumika Gupta, 2019. "Determinants of organic food consumption. A systematic literature review on motives and barriers," Post-Print hal-02559373, HAL.
    2. Zhang, Lini & Zhao, Haidong, 2019. "Personal value vs. luxury value: What are Chinese luxury consumers shopping for when buying luxury fashion goods?," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 62-71.
    3. Belk, Russell W, 1985. "Materialism: Trait Aspects of Living in the Material World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 265-280, December.
    4. Andreyeva, Tatiana & Kelly, Inas Rashad & Harris, Jennifer L., 2011. "Exposure to food advertising on television: Associations with children's fast food and soft drink consumption and obesity," Economics & Human Biology, Elsevier, vol. 9(3), pages 221-233, July.
    5. Crowe, Ellen & Higgins, E. Tory, 1997. "Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 69(2), pages 117-132, February.
    6. Hofstede, Geert, 1989. "Organising for cultural diversity," European Management Journal, Elsevier, vol. 7(4), pages 390-397, December.
    7. Hsu, Cathy H.C. & Huang, Songshan (Sam), 2016. "Reconfiguring Chinese cultural values and their tourism implications," Tourism Management, Elsevier, vol. 54(C), pages 230-242.
    8. Park, Tae-Youn & Kim, Seongsu & Sung, Li-Kuo, 2017. "Fair pay dispersion: A regulatory focus theory view," Organizational Behavior and Human Decision Processes, Elsevier, vol. 142(C), pages 1-11.
    9. Boobalan, Kirubaharan & Nachimuthu, Geetha Sulur, 2020. "Organic consumerism: A comparison between India and the USA," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    10. Gupta, Manjul & Esmaeilzadeh, Pouyan & Uz, Irem & Tennant, Vanesa M., 2019. "The effects of national cultural values on individuals' intention to participate in peer-to-peer sharing economy," Journal of Business Research, Elsevier, vol. 97(C), pages 20-29.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ruxandra Malina Petrescu-Mag & Iris Vermeir & Dacinia Crina Petrescu & Florin Laurentiu Crista & Ioan Banatean-Dunea, 2020. "Traditional Foods at the Click of a Button: The Preference for the Online Purchase of Romanian Traditional Foods during the COVID-19 Pandemic," Sustainability, MDPI, vol. 12(23), pages 1-15, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhao, Taiyang & Lu, Yan & Lynette Wang, Valerie & Wu, Banggang & Chen, Zhi & Song, Wei & Zhou, Liying, 2023. "Shared but unhappy? Detrimental effects of using shared products on psychological ownership and consumer happiness," Journal of Business Research, Elsevier, vol. 169(C).
    2. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Sadiq, Muhammad Ahsan & Rajeswari, Balasundaram & Ansari, Lubna & Danish Kirmani, Mohd, 2021. "The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Jianming Wang & Thuy Linh Pham & Van Thac Dang, 2020. "Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity," IJERPH, MDPI, vol. 17(3), pages 1-18, January.
    5. Qi, Xin & Liu, Xiyao & Zhang, Xiaoyan & Xia, Yuhuan & Liu, Shasha & Lin, Hui & Wang, Ziyao, 2025. "One requirement, multiple insights: The impact of innovation job requirement on employee radical and incremental creativity," Journal of Business Research, Elsevier, vol. 195(C).
    6. Küper, Inken & Edinger-Schons, Laura Marie, 2020. "Is sharing up for sale? Monetary exchanges in the sharing economy," Journal of Business Research, Elsevier, vol. 121(C), pages 223-234.
    7. Fayard, Gregory, 2024. "Revisiting cultural approaches to Chinese tourists," Annals of Tourism Research, Elsevier, vol. 108(C).
    8. Magdalena Maciaszczyk & Artur Kwasek & Maria Kocot & Damian Kocot, 2022. "Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    9. Soo Tan & Siok Tambyah & Ah Kau, 2006. "The Influence of Value Orientations and Demographics on Quality-of-Life Perceptions: Evidence from a National Survey of Singaporeans," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 78(1), pages 33-59, August.
    10. Zou, Lili Wenli & Chan, Ricky Y.K., 2019. "Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology," Journal of Business Research, Elsevier, vol. 94(C), pages 113-127.
    11. Nasrabadi, Mohamadreza Azar & Beauregard, Yvan & Ekhlassi, Amir, 2024. "The implication of user-generated content in new product development process: A systematic literature review and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 206(C).
    12. Bhargave, Rajesh & Chakravarti, Amitav & Guha, Abhijit, 2015. "Two-stage decisions increase preference for hedonic options," LSE Research Online Documents on Economics 64119, London School of Economics and Political Science, LSE Library.
    13. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    14. Emich, Kyle J. & Vincent, Lynne C., 2020. "Shifting focus: The influence of affective diversity on team creativity," Organizational Behavior and Human Decision Processes, Elsevier, vol. 156(C), pages 24-37.
    15. Wesemann, Henrik & Wincent, Joakim, 2021. "A whole new world: Counterintuitive crowdfunding insights for female founders," Journal of Business Venturing Insights, Elsevier, vol. 15(C).
    16. Liselot Hudders & Mario Pandelaere, 2012. "The Silver Lining of Materialism: The Impact of Luxury Consumption on Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 13(3), pages 411-437, June.
    17. Shan Jin & Yasuhiro Matsuoka & Meng Yue & Glyn Jones & Lynn J. Frewer, 2024. "Does information about environmental considerations affect Chinese and UK consumers’ purchase intentions for traced foods? A path analysis," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(12), pages 32287-32318, December.
    18. Ronika Bhalla & Meenakshi Handa & Amit Sharma, 2026. "Sharing Economy in Developing Countries: A Bibliometric Review and Future Research Agenda," Journal of Developing Societies, , vol. 42(2), pages 221-251, June.
    19. Nguyen Ngoc Thuy & Gunjan Saxena & Keshab Bhattarai & Hoang Ha Anh, 2025. "A Quantitative Study on the Consumption of Organic Fruits and Vegetables in Vietnam," SAGE Open, , vol. 15(2), pages 21582440251, June.
    20. Kapferer, Jean-Noël & Valette-Florence, Pierre, 2019. "How self-success drives luxury demand: An integrated model of luxury growth and country comparisons," Journal of Business Research, Elsevier, vol. 102(C), pages 273-287.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7549-:d:413016. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager The email address of this maintainer does not seem to be valid anymore. Please ask MDPI Indexing Manager to update the entry or send us the correct address (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.