Personal values underlying ethnic food choice: Means-end evidence for Japanese food

Yeong S. Tey, Poppy Arsil, Mark Brindal, Su Y. Liew, Chi T. Teoh, Rika Terano

Research output: Contribution to journalArticlepeer-review

29 Citations (Scopus)


Background: Ethnic cuisines are increasingly popular in global food markets. This study identifies the personal values underlying Malaysian consumers' decision making with respect to Japanese food. Methods: A total of 134 Malaysian consumers were interviewed and analyzed using means-end chain methodology. Results: Our findings indicate that Japanese food is chosen for the values that the attribute “tasty” can help achieve, not for that attribute per se. Conclusion: Identified values primarily related to longevity, meaningful life-style and sense of accomplishment. The identification of these connections is an important step in understanding why a particular ethnic food is favored by foreign consumers. Our findings could be helpful to restaurateurs in meeting marketing strategies with consumer values and policymakers when designing health campaigns.

Original languageEnglish
Pages (from-to)33-39
Number of pages7
JournalJournal of Ethnic Foods
Issue number1
Publication statusPublished - Mar 2018
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Food Science
  • Anthropology


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