International Journal of Business and Economics Volume 14, No. 1 June, 2015

Cross- Cultural Food Consumption Behavior of Consumers in Fiji

Karishma Kavita Devi

University of the South Pacific, Fiji

Gurmeet Singh

School of Management & Public Administration, University of the South Pacific, Fiji

Rafia Naz

Faculty of Business and Economics, University of the South Pacific, Fiji

Kim-Shyan Fam

School of Marketing & International Business, Victoria University of Willington, New Zealand

Abstract

Though there is a consensus that global food consumption globally is regimenting, it remains undefined whether the cultural stimuli inducing consumers' choices, preferences, and consumption patterns adds to this occurrence. This study compares the Asian Indians with the ethnic Fijian consumers in Fiji. Consumer culture theory (CCT) and the Engel-Blackwell-Kollat model have been used as a preliminary point of exploration, and the quantitative approach was employed, involving a total of 225 respondents. The study has revealed that consumers in Fiji (indigenous Fijians versus Asian Indians) are inclined to consume their meals with the other cultural groups, and they engage the processes of acculturation to learn each other's foods. In reference to the socio-demographic variables, education was found to be the singular and significant predictor of food consumption preferences of these consumer groups. Therefore, health and nutrition educationalists ought to raise additional alertness on well-being and food consumption choices via educational programs in Fiji.

Keywords：culture, consumption, consumer behavior, Asian Indians, Fijian consumers.

JEL Classifications：M310.

BACK