Understanding the behavioral intentions to consume ethnic food in the country of origin after experiencing local ethnic cuisines
Sadia Aziz,
Shandana Zafar,
Muhammad Abdullah Khan Niazi
Abstract:Purpose – The purpose of the study is to investigate the role of cosmopolitan and ethnocentric behaviour of ethnic food consumer on the intention to consume ethnic food in country of origin (ICEC). Study aims to explain the consumption patterns of ethnic food consumers with the mediating role of utilitarian/hedonic values and perceived country image (PCI). In addition, the study explained consumption behavior with the moderating effect of food neophilia (FNP). Methodology/Design/Approach: Data were gathered fr… Show more
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