Cultural dimensions associated with food choice: A survey based multi-country study

Ilija Djekic*, Elena Bartkiene, Viktória Szűcs, Monica Tarcea, Ivo Klarin, Maša Černelić-Bizjak, Kathy Isoldi, Ayman El-Kenawy, Vanessa Ferreira, Dace Klava, Małgorzata Korzeniowska, Elena Vittadini, Marcela Leal, Lucia Frez-Muñoz, Maria Papageorgiou, Raquel P.F. Guiné

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

11 Citations (Scopus)

Abstract

The aim of this research was to analyze motivations behind food choices from a cross-cultural perspective. It presents results derived from a multi-country study associated with Hofstede's cultural dimensions. A total of 11,919 respondents from 16 countries took part in this research. Two groups of statements were included in the survey: ‘economic & availability motivations' and ‘social & cultural motivations'. Six Hofstede's cultural dimensions covered: Power Distance Index, Individualism–Collectivism Index, Masculinity–Femininity Index, Uncertainty Avoidance Index, Term Orientation Index and Indulgence Restraint Index.

This study confirmed that different cultural aspects have influence on food choice. A cluster analysis revealed two clusters as follows: ‘attitudinal’ cluster comprising of 11 countries (57.7% % of the total sample) opposed to the ‘ambivalent’ cluster (47.3%) consisting of the remaining five countries. The results confirm a correlation between Hofstede's dimensions, specifically with individualistic, feminine and tolerant societies. Obtained results may be of interest for different food and gastronomy stakeholders shifting their food policies from a local to a cross-cultural perspective.
Original languageEnglish
Pages (from-to)100414
JournalInternational Journal of Gastronomy and Food Science
Volume26
DOIs
Publication statusPublished - Dec 2021

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