Personal values underlying ethnic food choice: Means-end evidence for Japanese food
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 m...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
BMC
2018-03-01
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| Series: | Journal of Ethnic Foods |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2352618117301877 |