Preliminary communication
FOOD NEOPHOBIA AS A DETERMINANT OF CONSUMER BEHAVIOUR IN ETHNIC FOOD CONSUMPTION
Marina Tomić Maksan
; University of Zagreb, Faculty of Agriculture, Department of Marketing in Agriculture
Kristina Deronja
; University of Zagreb, Ms programme Agribusiness and Rural Development, Faculty of Agriculture
Milna Tudor Kalit
orcid.org/0000-0001-8162-8390
; University of Zagreb, Department of Dairy Science, Faculty of Agriculture
Željka Mesić
orcid.org/0000-0002-9349-1560
; University of Zagreb, Faculty of Agriculture, Department of Marketing in Agriculture
Abstract
Since ethnic food consumption has proven to be a fast-growing food trend, this study examines the impact of food neophobia on consumer behaviour in ethnic food consumption. The aim was also to identify consumers' motives for visiting an ethnic food restaurant, the importance of certain attributes of ethnic food in restaurants, and consumers’ attitudes towards ethnic food. Study was conducted via an online questionnaire on a sample of 230 consumers in Croatia. Statistical analysis included univariate, factor and bivariate analysis (SPSS, version 21). Based on the level of food neophobia, two groups of consumer segments were identified: food neophilic and food neophobic consumers. Food neophilic consumers are more motivated to visit an ethnic food restaurant in order to meet new flavors and new cultures. Also, they have more positive attitudes towards ethnic food compared to food neophobic consumers. Respondents with higher level of food neophobia consider origin to be a more important attribute of ethnic food as compared to those who have lower food neophobia level. Since food neophobia has influence on consumer’s preferences toward ethnic food in restaurants, it is an important issue for ethnic food restaurant sector and ethnic food marketers.
Keywords
food neophobia; ethnic food; restaurants; consumers
Hrčak ID:
230540
URI
Publication date:
19.12.2019.
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