Cultural values affect functional food perception

Article


Neupane, Saugat, Chimhundu, Ranga and Chan, K. C.. 2019. "Cultural values affect functional food perception." British Food Journal. 121 (8), pp. 1700-1714. https://doi.org/10.1108/BFJ-03-2019-0178
Article Title

Cultural values affect functional food perception

ERA Journal ID9690
Article CategoryArticle
AuthorsNeupane, Saugat (Author), Chimhundu, Ranga (Author) and Chan, K. C. (Author)
Journal TitleBritish Food Journal
Journal Citation121 (8), pp. 1700-1714
Number of Pages15
Year2019
Place of PublicationUnited Kingdom
ISSN0007-070X
1758-4108
Digital Object Identifier (DOI)https://doi.org/10.1108/BFJ-03-2019-0178
Web Address (URL)https://www.emerald.com/insight/content/doi/10.1108/BFJ-03-2019-0178/full/pdf?title=cultural-values-affect-functional-food-perception
Abstract

Purpose – The purpose of this paper is to investigate the relationship between consumers’ cultural values and their functional food perception.

Design/methodology/approach – The research is qualitative in nature and uses the grounded theory method. The data were collected through in-depth interviews with three ethnic groups, Anglo-Australian,Chinese and Indian ethnic groups in Australia. The constant comparative data analysis approach was used to analyse the interview text.

Findings – The results indicate that there is a relationship between consumers’ cultural values and their functional food perception. Functional food perception depends upon the consumers' predisposition towards their culture, their motives for functional food consumption and the level of perseverance towards functional foods.

Research limitations/implications – The study includes only three ethnic groups and is qualitative in nature, which may limit its generalisability to the universe. The inclusion of more ethnic groups and additional sources of data could form directions for future research.

Practical implications – Functional food marketers can assess the kind of cultural values the ethnic groups in Australia uphold and capture those values in their marketing strategies. The cultural values in the framework could be used for the segmentation of functional food consumers. In a multicultural setting like Australia, segmentation of consumers based on the standard values would be more feasible and effective to target consumers spread across different ethnic groups but who uphold similar values.

Originality/value – The research has attempted to fill the gap in the existing literature about the relationship between culture and functional food perception. The latent variables in the theoretical framework proposed by the qualitative enquiry can be a good starting point for understanding the influence of cultural values on functional food perception and the development of a more comprehensive theoretical framework for functional food behaviour.

Keywordsculture, cultural values, consumer behaviour, functional foods, health foods, grounded theory
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
350605. Marketing management (incl. strategy and customer relations)
Public Notes

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Byline AffiliationsSchool of Management and Enterprise
Institution of OriginUniversity of Southern Queensland
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Chan, Ka Ching and Martin, Mary. 2012. "An integrated virtual and physical network infrastructure for a networking laboratory." ICCSE 2012: International Conference on Computer Science and Education. Melbourne, VIC, Australia 14 - 17 Jul 2012 Australia. IEEE (Institute of Electrical and Electronics Engineers). https://doi.org/10.1109/ICCSE.2012.6295333
Private label marketing performance: An analysis of historical trends using theories of cumulative change and punctuated equilibrium
Chimhundu, Ranga. 2011. "Private label marketing performance: An analysis of historical trends using theories of cumulative change and punctuated equilibrium." International Journal of Business and Management. 6 (8), pp. 58-65. https://doi.org/10.5539/ijbm.v6n8p58
Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications
Chimhundu, Ranga, Hamlin, Robert P. and McNeill, Lisa. 2011. "Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications." British Food Journal. 113 (3), pp. 391-403. https://doi.org/10.1108/00070701111116455
The coexistence of manufacturer brands and retailer brands in FMCG product categories
Chimhundu, Ranga. 2010. The coexistence of manufacturer brands and retailer brands in FMCG product categories. PhD Thesis Doctor of Philosophy. University of Otago.
Impact of manufacturer brand innovation on retailer brands
Chimhundu, Ranga, Hamlin, Robert P. and McNeill, Lisa. 2010. "Impact of manufacturer brand innovation on retailer brands." International Journal of Business and Management. 5 (9), pp. 10-18.
Manufacturer and retailer brand innovation in grocery packaged goods categories
Chimhundu, Ranga. 2008. "Manufacturer and retailer brand innovation in grocery packaged goods categories." 12th Annual Waikato Management School Student Research Conference. Hamilton, New Zealand 20 Oct 2008 Hamilton, New Zealand.
FMCG brand, supermarket chain and consumer relationships
Chimhundu, Ranga. 2005. "FMCG brand, supermarket chain and consumer relationships." 2005 Otago Marketing Doctoral Colloquium. Dunedin, New Zealand 17 - 18 Oct 2005 Dunedin, New Zealand.
Future of the brand management structure in FMCG: A two-dimensional perspective
Chimhundu, Ranga. 2004. Future of the brand management structure in FMCG: A two-dimensional perspective. Masters Thesis Master of Commerce. University of Otago.
The brand management structure in consumer packaged goods: A research monograph on its current status and future prospects
Chimhundu, Ranga and Hamlin, Robert P.. 2008. The brand management structure in consumer packaged goods: A research monograph on its current status and future prospects. Saarbrucken, Germany. VDM Verlag Dr. Muller.
Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing
Hamlin, Robert P. and Chimhundu, Ranga. 2007. "Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing." Journal of Customer Behavior. 6 (2), pp. 179-194.
Future of the brand management structure in FMCG
Chimhundu, Ranga and Hamlin, Robert P.. 2007. "Future of the brand management structure in FMCG." Journal of Brand Management. 14 (3), pp. 232-239. https://doi.org/10.1057/palgrave.bm.2550064