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Local Flavour in the Digital Age: Understanding Conditional Psychology in Consumers’ Online Food Decision-Making

In: Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024)

Author

Listed:
  • Monika Rani

    (Chandigarh University, Associate Professor)

  • Umang Bhartwal

    (Suresh GyanVihar University, Assistant Professor)

  • Simran

    (Capilano University, Student)

Abstract

This study examines how the Conditional Psychological Experience trend for repeat local online food willingness has important for individual eating habits. Using a mixed-methods research methodology, we consider different aspect that influence and involve to frame the attitudes and behaviours regarding online food consumption by exploring individuals’ experiences through qualitative methods such as focus groups and in-depth interviews. A large sample of participants, carefully selected using purposive sampling, ensures a thorough understanding of the wider population. The research is guided by ethical principles, one of which is informed consent. Quantitative tools, which include surveys distributed across multiple online platforms, provide numerical data on the frequency and type of online food ordering that complement the qualitative findings. Qualitative data play an important role in revealing the complex relationships between cultural background and online local food delivery services. It sheds light on the ways in which cultural values and traditions can support or conflict with the emergence of new dietary patterns. The study also examines how social media influences people’s attitudes and actions towards online food delivery. Using social media content analysis, it is possible to understand the influences and aspirations of online food culture. Our qualitative analysis complements the quantitative data by providing a detailed account of how online food delivery is both a practical option and a socially constructed phenomenon that affects identity and belonging. The research methodology also considers the geographical and urban-rural divide in the implementation of online food delivery services. Due to greater accessibility and fast-paced lifestyles, urban areas may suffer more than rural areas, where trends may vary depending on factors such as community dynamics and availability of local cuisine. There are 209 respondent were observed for the study out of 226. The Views were collected via structured questionnaire having demographic aspects as well as concepts involve Conditional Psychological on the principle of Likert Scale. Then the statistical tool of Descriptive and inferential statistic were used.

Suggested Citation

  • Monika Rani & Umang Bhartwal & Simran, 2024. "Local Flavour in the Digital Age: Understanding Conditional Psychology in Consumers’ Online Food Decision-Making," Advances in Economics, Business and Management Research, in: Manish Sharma & Ajit Kumar Singh & Pankaj Tyagi (ed.), Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024), pages 361-371, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-437-2_25
    DOI: 10.2991/978-94-6463-437-2_25
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