How Food Consumption Varies Across Cultures
Abstract
The purpose of this research is to examine how culture influences food consumption. Specifically, the study focuses on the consumption process of Swedish consumers and their motivations when purchasing food products.
In research, a qualitative method was used where, according to the general aim of highlighting cultural and social facts by analyzing the behaviors of consumers. The findings include good advice and insights that suppliers and retailers would use in improving the shopping experiences and make it better to fit the expectations of the consumers. The research had limitations like the language barrier during interviews. Further research can be recommended to target consumers earning different incomes. It was realized that Chinese and American consumers had a different perception of food consumption. The study concluded that having two different cultural backgrounds make the two nations differ in their food relations.
Introduction
Eating habits in China and America differ in etiquette and style. Chinese snacks all day through while America eats exclusively during breakfast, lunch, and dinner. Recently, Americans are paying more attention to factors instead of price when purchasing foods. The American gastronomical culture relates strongly to pleasure and fine dining (Amilien, & Notaker, 2018). The meaning of proper eating for the Americans is having a balanced diet and then enjoy the meal. Some various research has shown that environment, sustainability, and health are essential criteria for Americans when purchasing their food. Chinese and America have varying motives for food culture characterization. Food culture and eating acts are sectors of institutions of a country that have been evolving. For Chinese eating is a requirement, while in America, consumption is the expression of cultural and social belonging. In America, food origin’s rationality is related to national and local expertise and tradition.
Research Question
- To what extent does culture affect food consumption?
Literature review
For us to understand the effect of culture on food consumption, there are some theories that we should follow. Theories elaborate on the process of food mass consumption and the significance of culture consumption of food.
Culture definition
It is the way of life of people or social legacy that a person gets from his group. It is a general memory of a community.
Consumer’s choice
The Fits –Like –A –Glove choice theory
To a more fundamental understanding of how culture impacts the behavior of the consumer, it is essential to consider the factors and characteristics that influence the process of decision making of the consumers. This theory was developed by Allen and presented various choices that are faced by consumers in their daily life. The framework is about the preferences of experience where consumers get an item of opportunity for them. According to this theory, the choice of a person depends on history, social forces, which shape his experience when making a decision.
The Theory of Consumer Culture
It makes us understand the interdependency between consumer behavior and culture. It stresses on several relationships dynamic, for instance, the one between the cultural meaning of the marketplace and the actions of the consumers.
Importance of culture
Food consumption is a process that individuals experience every time. Food culture is a consumer pattern and distinct habit concerning food, which has established itself over generations; they compose a tradition that is usually different from place to place. The culture of food bears social values and grasps social change. Additionally, food culture is a bearer of identity and meaning. More so, even if the culture of eating relies on traditional pillars, it is continuously evolving. Social changes, economic, political interests that occur with the exchange between individuals are factors that influence the food culture. Culture is not stable; hence it can evolve when inhabitants travel.
The interdependence between food and culture
Food is an essential criterion for the identification of culture. We are what our ancestors ate and drank. Religion and identity are significantly linked to food, whether national or ethic. Food is used in differentiating groups in defining themselves: some with their eating habits, ethnic identity, and religion. Culture changes as it links new traditions and ideas. The cultural system comprises three sectors the ecology, the ideology, and the social structure. The reason why cultures are different from each other. Ethno consumerism allows one to compare various behaviors across different cultures. Goods act social markers by exposing social status and the environment which they are purchased from, social relationship, mood, and time. The significance of a particular product is determined by the culture of the consumer. The environment, too, learns the failure or success of specific services and products (Wang, Gellynck, & Verbeke, 2016). The acceptance of a particular product in the market is set according to the desire of the consumers through one specific culture. More so, the shopping routine of consumers differs from culture to culture. The meanings, assumptions, and values that are based on shopping all are culture-specific. Reflexive and automatic persuasive forces of consumers are influenced by social and cultural norms in which the purchase is made. A customer can be attracted and can understand a message well when it is compatible with her values, which are within her culture. The cultural background of consumers will influence their judgment ideas and values directly. Cultural knowledge is significantly shared by members of the same community. Hence they share the same philosophy and attitudes, values, and beliefs that construct the same base of interpreting various purchasing environments. Cultural experience shapes the guidelines and rules of the social reality of a consumer, and such guidelines and rules are reinforced by interacting with others.
Methodology
For my research, I conducted a qualitative study and semi-structured design.
Interview question design
The interview questions were designed according to the theoretical model present in the previous chapter. Past studies aimed at various factors that influence the behavior of the consumer and the impact of culture. In order for respondents to understand the questions, there was a brief introduction where I introduced myself and explain the aim of my study and privacy issues.
The first bit was concerning the influence of culture on food consumption. The questions were focused on enculturation and consumerism.
Sampling technique in Qualitative Research
In the research, I interviewed the Chinese, and American students enrolled at New York City College. I decided to talk to both groups of students since some had traveled to study abroad. The target group was the students only. It allowed an opportunity to interview people who I considered as open-minded concerning other cultures.
For data collection, I used a non-random sample technique, known as genetic sampling. The sample was made up of five Chinese students and five American students. The age ranged between 21-28 years.
Analysis of data
I created an excel file having the main words for every question.
Findings and results
To understand the meaning of culture to the respondents, we asked them about their perception of both American and Chinese culture. When asking about the Chinese culture, eight interviewees out of the ten related it to food, four of the interviewees said that food is their priority.
Chinese and Americans are perceived differently. American people are more connected to food, history, and well- being. While the Chinese people are associated with individuality, sport, welfare, and distance, all the Chinese interviewees confirmed that America had a food culture or what we call traditional American food, which is very different from that of Chinese. For American students, food seemed to appear as a prominent sector in their everyday culture.
The definition of what a good meal meant to them was different. In general, all the interviewees talked about taste importance, and the Chinese respondents preferred food for experiences and pleasure while the American interviewees’ related food to energy, health, and new aspects. .Food culture varies from one nation to another. Overall, the answers from the respondents made us extrude some trends. First, Chinese consumers are better –being, sport, and health-oriented, while American consumers are associated with well-being, history, and food. The enculturation process allows people to discover the significance of their cultural identity. It is hard or rather impossible to ignore elements that shape the cultural identity of a person. No food is consumed or perceived similarly in the globe. Diet is associated with festivity, satisfaction, and ease, which are parts of cultural heritage. Every culture differs from the other since it changes. The meaning of good food varies between Chinese and American respondents. As we had seen earlier, since the Chinese and Americans do not have the same culture, they do not share the same values and meanings too.
Conclusion
My study aimed at examining the impact of culture on food consumption. The objective was to look at the cultural aspects that influenced the use of food. In particular, the research questions were intended for Chinese and American culture.
The study gave insights into the relationship between culture and food. The two terms related strongly in both ways. Through the answers from the respondents, it was evidenced that food identity is an essential criterion in defining the culture of an individual nation. More so, a country’s culture is the foundation of its food identity. This study concluded that Chinese and American consumers have different food perception. Two varying cultural backgrounds make these two nations differ in their food relation. The feasibility and acceptance of the two countries are not similar. The American way of consumption is more advanced as compared to the Chinese on the regards to health concerns and the environment.
Lastly, if food restaurants or supermarkets can create a pleasant atmosphere, more consumers could flood in and feel at home while being served with foods with the desired consumer’s products and combination.
References
Amilien, V., & Notaker, H. (2018). Health and Nutritional Perspectives on Nordic Food Traditions—An Approach Through Food Culture and History. In Nutritional and Health Aspects of Food in Nordic Countries (pp. 1-31). Academic Press.
Wang, O., Gellynck, X., & Verbeke, W. (2016). Perceptions of traditional Chinese food and European food among Chinese consumers. British Food Journal.