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Sustainability
Volume 12
Issue 18
10.3390/su12187549
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Article

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

by
Xiangzhi Bu
1,
Hoang Viet Nguyen
2,
Quang Huy Nguyen
3,
Chia-Pin Chen
4 and
Tsung Piao Chou
4,*
1
Department of Business Administration, Business School and Guangdong-Taiwan Enterprise Cooperation Research Institute, Shantou University, Shantou 515063, Guangdong, China
2
Department of Research Administration, Thuongmai University, Hanoi 100000, Vietnam
3
Arts Design Faculty, University of Architecture Ho Chi Minh City, Ho Chi Minh City 700000, Vietnam
4
Department of Business Administration, National Chung Hsing University, Taichung 402, Taiwan
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(18), 7549; https://doi.org/10.3390/su12187549
Received: 27 August 2020 / Revised: 8 September 2020 / Accepted: 11 September 2020 / Published: 13 September 2020
(This article belongs to the Section Economic and Business Aspects of Sustainability)
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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. View Full-Text
Keywords: eating behavior; food consumption motivation; cultural value; nationalism; materialism; traditional food; fast food; overweight; emerging market; young consumers; China eating behavior; food consumption motivation; cultural value; nationalism; materialism; traditional food; fast food; overweight; emerging market; young consumers; China
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MDPI and ACS Style

Bu, X.; Nguyen, H.V.; Nguyen, Q.H.; Chen, C.-P.; Chou, T.P. Traditional or Fast Foods, Which One Do You Choose? The Roles of Traditional Value, Modern Value, and Promotion Focus. Sustainability 2020, 12, 7549. https://doi.org/10.3390/su12187549

AMA Style

Bu X, Nguyen HV, Nguyen QH, Chen C-P, Chou TP. Traditional or Fast Foods, Which One Do You Choose? The Roles of Traditional Value, Modern Value, and Promotion Focus. Sustainability. 2020; 12(18):7549. https://doi.org/10.3390/su12187549

Chicago/Turabian Style

Bu, Xiangzhi, Hoang V. Nguyen, Quang H. Nguyen, Chia-Pin Chen, and Tsung P. Chou 2020. "Traditional or Fast Foods, Which One Do You Choose? The Roles of Traditional Value, Modern Value, and Promotion Focus" Sustainability 12, no. 18: 7549. https://doi.org/10.3390/su12187549

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