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Cross - cultural food consumption behavior of consumers in Fiji

Devi, Karishma Kavita and Singh, Gurmeet and Naz, Rafia and Fam, Kim-Shyan (2015) Cross - cultural food consumption behavior of consumers in Fiji. International Journal of Business and Economics, 14 (1). pp. 105-126. ISSN 1607-0704

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Though there is a consensus that global food consumption globally is regimenting, it remains undefined whether the cultural stimuli inducing consumers’ choices, preferences, and consumption patterns adds to this occurrence. This study compares the Asian Indians with the ethnic Fijian consumers in Fiji. Consumer culture theory (CCT) and the Engel-Blackwell-Kollat model have been used as a preliminary point of exploration, and the quantitative approach was employed, involving a total of 225 respondents. The study has revealed that consumers in Fiji (indigenous Fijians versus Asian Indians) are inclined to consume their meals with the other cultural groups, and they engage the processes of acculturation to learn each other’s foods. In reference to the socio-demographic variables, education was found to be the singular and significant predictor of food consumption preferences of these consumer groups. Therefore, health and nutrition educationalists ought to raise additional alertness on well-being and food consumption choices via educational programs in Fiji.

Item Type: Journal Article
Uncontrolled Keywords: culture; consumption; consumer behavior; Asian Indians; Fijian consumers
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economics (FBE) > School of Management and Public Administration
Depositing User: Gurmeet Singh
Date Deposited: 14 Jun 2015 23:15
Last Modified: 14 Sep 2016 00:33

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