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Food pleasure across nations: A comparison of the drivers between Chinese and Danish populations
Cross-cultural research on food consumer behavior is becoming increasingly important due to the globalization of food markets. Understanding the elements that influence food enjoyment may help us better comprehend various dietary habits. This study by Hyldelund et al. (2022) aims to investigate how important these elements are in two distinct cultural situations. A Chinese sample (n = 306) and a Danish sample (n = 280) participated in two similar consumer surveys. The surveys aimed to identify the factors driving food pleasure in each sample. Chinese and Danish samples identified ‘Sensory-driven Pleasure’ as the most important driver of food pleasure. However, the two groups showed differences in secondary drivers. Specifically, “Exploratory-driven Pleasure” and “Confirming-driven Pleasure” were two other drivers mentioned in the Danish sample. The Chinese sample did, however, also reveal three other secondary drivers: “Curiosity-driven,” “Cognition-driven,” and “Symbolic-driven” pleasure. While sensory-driven pleasure is a primary driver of food pleasure across cultures, secondary drivers vary by culture. The Danish sample emphasized exploration and validation in food choices, while the Chinese sample focused more on cognitive, curiosity, and symbolic aspects. These findings offer valuable insights into cultural differences in food preferences and behaviors and can aid researchers and the food industry in better understanding what influences food pleasure and choice. [NPID: Food pleasure, food pleasure scale, cross-cultural, hedonics, exploratory factor analysis, China, Denmark]
Year: 2022
