Look-ahead Behavior in Food Culture: The Case of Korean Food Buying

Authors

  • Rosana Eri Puspita Sharia Business and Management Program, Faculty of Islamic Economics and Business, Universitas Islam Negeri Salatiga, Salatiga, Indonesia https://orcid.org/0000-0002-3922-4349
  • Anindita Neng Puspa Dwi Ayuningrum Postgraduate Program, Universitas Islam Negeri Salatiga, Salatiga, Indonesia
  • Yasinta Zulaikha Food Science Department, National Taiwan Ocean University, Keelung City, Taiwan, Province of China https://orcid.org/0000-0003-1948-2022
  • Mohamed Asmy bin Mohd Thas Thaker Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, Selangor, Malaysia https://orcid.org/0000-0002-9238-9716

DOI:

https://doi.org/10.21580/jsw.2022.6.1.10713

Keywords:

behavior, culture, Korea, millennial, food

Abstract

The behavior of the Indonesian people to buy traditional Korean food is an interesting topic to study. This study intends to analyze the influence of a person's subjective and objective knowledge and the existence of a halal label on buying behavior of traditional Korean food. The research was conducted using a quantitative approach. Data were collected through an online questionnaire from 100 respondents. The results showed that subjective knowledge about Korean food did not affect the purchase intention of Korean food, while the image of the Korean country affected purchasing of traditional Korean food. Halal label testing as a moderating variable was carried out in this study. Halal label moderates’ knowledge on purchase intention and does not moderate the Korean image of purchase intention. The new thing offered in this research is the discussion about the food-culture invasion that attacks Indonesian.

Downloads

Download data is not yet available.

Author Biographies

Rosana Eri Puspita, Sharia Business and Management Program, Faculty of Islamic Economics and Business, Universitas Islam Negeri Salatiga, Salatiga

Google Scholar Profile

Yasinta Zulaikha, Food Science Department, National Taiwan Ocean University, Keelung City

Mohamed Asmy bin Mohd Thas Thaker, Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, Selangor

References

Adit, Albertus. 2021. “Pakar Unair: Ternyata Ini Penyebab Demam Drakor pada Remaja Indonesia.” Kompas.com. Retrieved (https://www.kompas.com/edu/read/2021/05/09/085916371/pakar-unair-ternyata-ini-penyebab-demam-drakor-pada-remaja-indonesia?page=all).

Adolf, Marian, and Nico Stehr. 2014. Knowledge. Routledge.

Carneiro, Jorge, and Flávio Faria. 2016. “Quest for Purposefully Designed Conceptualization of the Country-of-Origin Image Construct.” Journal of Business Research 69(10):4411–20. doi: 10.1016/j.jbusres.2015.12.075.

Chaulagain, Suja, Jessica Wiitala, and Xiaoxiao Fu. 2019. “The Impact of Country Image and Destination Image on US Tourists’ Travel Intention.” Journal of Destination Marketing & Management 12(January):1–11. doi: 10.1016/j.jdmm.2019.01.005.

Chen, Steven. 2016. “Cultural Technology: A Framework for Marketing Cultural Exports – Analysis of Hallyu (the Korean Wave).” International Marketing Review 33(1):25–50. doi: 10.1108/IMR-07-2014-0219.

Chung, Hae-Kyung, Hye Jeong Yang, Dayeon Shin, and Kyung Rhan Chung. 2016. “Aesthetics of Korean Foods: The Symbol of Korean Culture.” Journal of Ethnic Foods 3(3):178–88. doi: 10.1016/j.jef.2016.09.001.

Chung, Hae Kyung, Kyung Rhan Chung, and Hung Ju Kim. 2016. “Understanding Korean Food Culture from Korean Paintings.” Journal of Ethnic Foods 3(1):42–50. doi: 10.1016/j.jef.2016.01.002.

Cooper, R. Donald, and S. Pamela Schindler. 2014. Business Research Methods. 12th ed. New York: Mc Graw Hill.

Dhandra, Tavleen Kaur. 2020. “Does Self-Esteem Matter? A Framework Depicting Role of Self-Esteem between Dispositional Mindfulness and Impulsive Buying.” Journal of Retailing and Consumer Services 55(March):102135. doi: 10.1016/j.jretconser.2020.102135.

Hair, F.J; Black, C.W; Anderson E. R, and Tatham, L. R. 2006. Multivariate Data Analysis. Upper Saddle River: Pearson Education Inc.

Hawkin, Del I., and D. Mothersbough. 2014. Consumer Behavior. New York: Mc Graw Hill.

Hwang, Jinsoo, Seongseop (Sam) Kim, Ja Young (Jacey) Choe, and Chang Ho Chung. 2018. “Exploration of the Successful Glocalization of Ethnic Food: A Case of Korean Food.” International Journal of Contemporary Hospitality Management 30(12):3656–76. doi: 10.1108/IJCHM-07-2017-0452.

Jamal, Ahmad, and Juwaidah Sharifuddin. 2015. “Perceived Value and Perceived Usefulness of Halal Labeling: The Role of Religion and Culture.” Journal of Business Research 68(5):933–41. doi: 10.1016/j.jbusres.2014.09.020.

Jin, Byoungho Ellie, Heesoon Yang, and Naeun Lauren Kim. 2021. “The Role of Korean Prototypical Brand Image in Shaping Country Image and Quality Evaluations: A Cross-Cultural Examination.” Journal of Fashion Marketing and Management: An International Journal 25(3):389–406. doi: 10.1108/JFMM-10-2019-0232.

Jin, Dal Yong. 2020. “Transnationality of Popular Culture in the Korean Wave.” Korea Journal 60(1):5–16. doi: 10.25024/kj.2020.60.1.5.

Jin, Dal Yong. 2021. “Cultural Production in Transnational Culture: An Analysis of Cultural Creators in the Korean Wave.” 15:1810–35.

Jin, Hyun Joung, and Dae Hee Han. 2014. “Interaction between Message Framing and Consumers’ Prior Subjective Knowledge Regarding Food Safety Issues.” Food Policy 44:95–102. doi: 10.1016/j.foodpol.2013.10.007.

Kotler, Philip, and Kevin Lane Keller. 2016. Marketing Management. Canada: Person Publishing.

Liu, Yunxia, Zaisheng Hong, Jie Zhu, Jingjing Yan, Jianqiang Qi, and Peng Liu. 2018. “Promoting Green Residential Buildings: Residents’ Environmental Attitude, Subjective Knowledge, and Social Trust Matter.” Energy Policy 112(January):152–61. doi: 10.1016/j.enpol.2017.10.020.

Lopez, Carmen, and George Balabanis. 2020. “Country Image Appraisal: More than Just Ticking Boxes.” Journal of Business Research 117(May):764–79. doi: 10.1016/j.jbusres.2019.09.004.

Mody, Makarand, Jonathon Day, Sandra Sydnor, Xinran Lehto, and William Jaffé. 2017. “Integrating Country and Brand Images: Using the Product—Country Image Framework to Understand Travelers’ Loyalty towards Responsible Tourism Operators.” Tourism Management Perspectives 24(May):139–50. doi: 10.1016/j.tmp.2017.08.001.

Qian, Lixian, Didier Soopramanien, and Ahmad Daryanto. 2017. “First-Time Buyers’ Subjective Knowledge and the Attribute Preferences of Chinese Car Buyers.” Journal of Retailing and Consumer Services 36(January):189–96. doi: 10.1016/j.jretconser.2017.01.004.

Tassiello, Vito, and Jack S. Tillotson. 2020. “How Subjective Knowledge Influences Intention to Travel.” Annals of Tourism Research 80(November 2019):102851. doi: 10.1016/j.annals.2019.102851.

Thakur, Rakhi. 2015. “Community Marketing: Serving the Base of the Economic Pyramid Sustainably.” Journal of Business Strategy 36(4):40–47. doi: 10.1108/JBS-04-2014-0041.

Velleman, J. David. 1997. “How to Share an Intention.” Philosophy and Phenomenological Research 57(1):29–20. doi: 10.2307/2953776.

Downloads

Published

2022-04-30

Issue

Vol. 6 No. 1 (2022)

Section

Articles

License

The copyright of the accepted article shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles. 

In line with the license, authors and any users (readers and other researchers) are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform, or build upon the material, authors must distribute their contributions under the same license as the original.