Hong-Jing Cui, Kim-Shyan Fam and Tai-Yang Zhao
The purpose of this paper is to examine the effect of regulatory focus on Chinese consumers’ intention to consume ethnic food, the mediating role of food neophobia and the…
Abstract
Purpose
The purpose of this paper is to examine the effect of regulatory focus on Chinese consumers’ intention to consume ethnic food, the mediating role of food neophobia and the moderating role of message framing with regard to regulatory focus and ethnic food consumption.
Design/methodology/approach
Lab experiments method was used in this paper, two studies were designed to test the relationship between regulatory focus, food neophobia, message framing and intention to eat ethnic food. Study 1 was to test the influence of regulatory focus on intention to eat ethnic food, and the mediation role of food neophobia. Study 2 was to test the moderation role of message framing.
Findings
Results indicated that consumers with promotion focus have higher intention to eat ethnic food than consumers with prevention focus. Prevention-focus consumers have higher food neophobia, which leads to lower intention to eat ethnic food. Food neophobia plays the mediating role in the relationship between regulatory focus and intention to eat ethnic food. Regulatory fit can increase consumers’ intention to eat ethnic food. Promotion-focus consumers show higher eating intention in gain-framing situation, while prevention-focus consumers show higher eating intention in loss-framing situation.
Research limitations/implications
The study was undertaken in China. Further studies should include respondents living in countries other than China.
Practical implications
This research provides a venue for marketers of destination tourism, especially for ethnic food marketers to introduce and advertise ethnic foods to tourists. Regulatory fit is important for destination tourism. To improve consumers’ eating intention, this research suggests that ethnic food marketers should pay attention to regulatory focus of consumers from different regions and cultural background, and design corresponding message framing for consumers with different regulatory focus to form regulatory fit.
Originality/value
First, this study has proposed and tested regulatory focus’ effect on intention to consumer ethnic food. Food neophobia is used to explain the mechanism of relation between regulatory focus and intention to eat ethnic food. Also, message framing is introduced to define the boundary of relation between regulatory focus and intention to eat ethnic food.
Details
Keywords
Mo Li and Hong-Jing Cui
This paper aims to examine the effect of face consciousness on purchase intention of organic food, to test whether this relationship would be moderated by purchase situation…
Abstract
Purpose
This paper aims to examine the effect of face consciousness on purchase intention of organic food, to test whether this relationship would be moderated by purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic), and to explain the mediating role of perceived social value in these moderating effects.
Design/methodology/approach
Four between-subjects experiments were carried out (N = 123, N = 126, N = 130, N = 123) by using online questionnaires. Measured variables were introduced to assess participants' face consciousness, perceived social value and purchase intention. Two manipulated between-subjects variable were introduced to test how purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic) moderates the relationship between face consciousness and purchase intention of organic food. SPSS Statistics 24 was used for the analysis of all experimental data.
Findings
Consumers with high face consciousness were more willing to buy organic food. Compared with the individual situation, face consciousness had a stronger impact on the purchase intention when the individual was in a group situation. Compared with egoistic appeals, face consciousness had a stronger impact on the purchase intention when the advertising appeal was altruistic. Perceived social value partly mediated the moderating effect of purchase situation and advertising appeal.
Originality/value
This study validates previous contributions on the effect of face consciousness on purchase intention of organic food and extends them by introducing two moderating variables. Additionally, it introduces perceived social value as a mediating variable to explain the mechanism of this effect.