An instrument for measuring the influence of consumers’ cultural values on functional food perception

Neupane, Saugat and Chimhundu, Ranga and Chan, K. C. ORCID: https://orcid.org/0000-0002-8756-2991 (2021) An instrument for measuring the influence of consumers’ cultural values on functional food perception. British Food Journal, 123 (7). pp. 2582-2600. ISSN 0007-070X


Abstract

Purpose
The purpose of the article is to develop an instrument for measuring the influence of consumers' cultural values on functional food perception.

Design/methodology/approach
The study is quantitative in nature and builds on an earlier qualitative study that employed in-depth interviews, thematic analysis and constant comparative analysis to construct a survey instrument which initially had 53 items. The quantitative study involved an online survey that was conducted using this instrument, which resulted in 365 complete cases that included 173 Anglo-Australian, 102 Chinese and 90 Indian respondents living in Australia. The survey data were subjected to exploratory factor analysis using Principal axis factoring, with Promax rotation.

Findings
The research has validated that functional food perception is dependent upon consumers' cultural values. The results of the exploratory factor analysis provided a six-factor instrument with 32 items.

Research limitations/implications
Only three ethnic groups were involved in this study and that is not entirely representative of Australia or other countries. The instrument, however, will allow researchers in the field of functional food to extend the research to other diverse communities.

Practical implications
The instrument will further enable functional food producers and marketers to develop effective marketing strategies based on their knowledge of the influence of cultural values on functional food perception.

Originality/value
The instrument developed from this study, for measuring consumers' functional food perception based on cultural values, is the first of its kind.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 18 Jun 2021 05:13
Last Modified: 21 Oct 2021 01:56
Uncontrolled Keywords: Functional food, Consumer perception, Cultural values, Consumption, Marketing, Food, Factor analysis, Online survey, Thematic analysis, Multicultural environment, Diversity, Multivariate analysis
Fields of Research (2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations)
Socio-Economic Objectives (2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Socio-Economic Objectives (2020): 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services
Identification Number or DOI: https://doi.org/10.1108/BFJ-11-2020-0997
URI: http://eprints.usq.edu.au/id/eprint/42249

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