Effects of extrinsic and intrinsic cues on consumers' food safety attitudes and choice behaviour: street food case

South Korea is well known for its street food market, which is often reflected in the Hallyu contents (i.e., K drama, movies, and K food), and increasingly draws international attention for its unique cultural contents. Yet, consumers' concerns for food safety have been a considerable constraint dampening the growth potential of the market. This study aims to explore factors affecting Korean consumers' choice for street food by approximating the relationship between antecedents (i.e., selected extrinsic, intrinsic cues) and street food consumption intention. The SOR framework is applied in developing Korean consumers' behavioural model, which enables extrapolation of the process of how four major antecedents that are linked to consumers' cognitive constructs (i.e., food safety trust and perceived healthy eating), and to outcome (i.e., consumers' consumption intention for street food). Approximation of street food consumption model sheds light on what drives Korean consumers' consumption for street food.