A Study of Consumers' Intention to Purchase Ethnic Food When Eating at Restaurants

Abstract

The popularity of ethnic cuisine is increasing in the United States. Since food choice is a complex phenomenon with various factors affecting it, a detailed theoretical and practical examination is used in this study to understand consumers' ethnic eating behavior. The purposes of this study were to: (a) examine the applicability of the modified Theory of Reasoned Action (TRA) model within the restaurant segment and (b) explore psychological and sociological influences related to consumers' intention to purchase ethnic food in restaurants. This study found that the relationship between cognitive evaluation and attitude (β = 0.98) and the relationship between attitude and intention (β = 0.71) were significantly supported (p < 0.01). By understanding consumer behaviors with regard to ethnic foods, restaurant operators and foodservice providers can better meet the needs and desires of consumers while at the same time improve the effectiveness of local food systems.

Keywords:

• ethnic restaurant menus
• ethnic cuisine
• Theory of Reasoned Action
• intention to purchase
• cognitive evaluation
• attitude