Scribd
Upload
64 views2 pages

Understanding Binamban Consumption Trends

This document introduces the topic of traditional foods in the Lagonoy region of the Philippines and how young people's behaviors in purchasing these foods can be explained by the value-belief-norm theory. It discusses how traditional foods are strongly tied to local culture and history. It also reviews prior literature that has examined consumer motivations and perceptions regarding traditional foods. The study aims to apply the value-belief-norm theory to understand how social norms, beliefs, and personal norms influence young people's intentions to purchase traditional foods from the Lagonoy region, while also considering the moderating effects of gender and age. The findings could help vendors of traditional foods develop effective marketing strategies.

Uploaded by

John Lorenz Interino
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
64 views2 pages

Understanding Binamban Consumption Trends

This document introduces the topic of traditional foods in the Lagonoy region of the Philippines and how young people's behaviors in purchasing these foods can be explained by the value-belief-norm theory. It discusses how traditional foods are strongly tied to local culture and history. It also reviews prior literature that has examined consumer motivations and perceptions regarding traditional foods. The study aims to apply the value-belief-norm theory to understand how social norms, beliefs, and personal norms influence young people's intentions to purchase traditional foods from the Lagonoy region, while also considering the moderating effects of gender and age. The findings could help vendors of traditional foods develop effective marketing strategies.

Uploaded by

John Lorenz Interino
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Introduction

As globalization is felt throughout society, society's way of life has


progressed toward a foreign way of life in terms of food consumption.
Traditional eating "kakanin" is no longer desired, especially among young
people, who prefer fast food because it is perceived to be more powerful.
Traditional food, according to Fernández-Ferrn et al. (2018), is often defined
as a type of local food that has a relatively long history among local food
products in an area. Traditional food is a representation of a group that
belongs to a specific area and a culture formed in Bertozzi's territory in this
context (1998). Similarly, Jordana (2000) emphasizes the strong link
between traditional food and a specific location, stating that "in order to be
traditional, a product must be linked." (you should give more emphasis in
discussing the introduction of your topic. Just like telling your reader what
your topic is and why it's interesting or important.). Almost all kakanin
varieties have distinct, unusual, and quirky names. Every one of them has a
history as rich and ingrained in our culture as the delicacy it refers to. Native
delicacies are well-known in Lagonoy's Partido district in Camarines Sur.
Binamban is one of its well-known foods (dubbed as the Glorious Food of
Lagonoy). The majority of the existing literature is limited to examining and
describing consumer motivations toward and perceptions of traditional foods.
In addition to binamban, they also have arroyo, balisuso, bibingka, cassava
roll, latik, etc. Using interviews, for instance, Guerrero et al. (2009, 2010)
were able to elicit words related to conventional food items. Likewise,
Pieniak et al. (2009) discussed the reasons for consuming traditional foods,
and Almli et al. (2011) looked at consumers' perceptions of traditional foods
in terms of attributes and how they present themselves to others. In order
to understand how young people in Lagonoy behave when purchasing
traditional foods, the current study applies the value-belief-norm (VBN)
theory. (add more about the background of your study.) Individuals' pro-
environmental behaviors have been explained by the VBN theory (Stern et
al., 1999). Individuals also develop their own personal norms to carry out
particular actions in a variety of pro-social contexts, despite the fact that the
VBN theory was created and is frequently used in environmental protection
studies (Schwartz and Howard, 1981). According to earlier studies, the
choice of local foods by consumers is closely related to social integration into
the neighborhood, which is based on reciprocity and shared values (Gracia et
al., 2012; Weatherell et al., 2003). In light of this, consumers choose local
foods not only for their benefits but also because they want to support
farmers and the local community. Consequently, the VBN theory can be
applied to the current study context, where people feel obligated to engage
in pro-social behavior (i.e., to support the community and the nation by
buying goods from a specific region that are related to the region's
heritage). In addition, while studies have generally found sociodemographic
factors like age and gender to be significant in predicting food consumption,
comparisons across studies have produced inconsistent findings regarding
the importance of this relationship. In order to better understand the
relationship between social norms and behavioral intention as well as
between perceived beliefs, personal norms, and behavioral intention, this
study looks at the moderating effects of gender and age. This study applies
the VBN theory to examine youth behavior toward traditional products in
order to close the gaps in the literature on traditional products. This study
also makes an effort to broaden the scope of the VBN theory by
incorporating a crucial concept known as social norms. Prior research has
suggested that moral responsibility and social influence control people's
behavior in pro-social contexts (e.g., Schwartz and Howard, 1981; Stern et
al., 1999). This result supports Fishbein's (1967) hypothesis that taking into
account both objective and social norms can enhance pro-social behavior
predictability. This study will make an important theoretical contribution by
developing and testing a consumer behavior model toward traditional
products in a context that has not been widely discussed. Furthermore, this
study will contribute to the hospitality literature by identifying the process by
which consumer attitudes influence purchase intentions of traditional
products among youth. Empirically, the findings of this study can assist
traditional product vendors in developing effective marketing strategies to
remain competitive in the market.

Common questions

Powered by AI

Traditional foods serve as a cultural identity marker by embodying the history, values, and culinary practices unique to a region, such as Lagonoy's kakanin. This cultural representation is at risk due to globalization, which shifts consumer preferences toward uniform, fast food choices, undermining the historical and cultural richness represented by traditional foods .

Vendors can employ strategies such as emphasizing cultural heritage in marketing, using storytelling to connect with consumers on a cultural level, and employing the influence of social norms to enhance the attractiveness of traditional products. These strategies can capitalize on community ties and highlight the cultural significance of traditional foods to maintain market competitiveness .

Developing a consumer behavior model is vital because it provides a structured understanding of how attitudes influence purchase intentions towards traditional products, especially among youth. This model helps identify key influences like social norms and personal beliefs, offering strategic insights for vendors to tailor marketing strategies that align with cultural heritage and modern consumer expectations .

The VBN framework applies to traditional food consumption by linking pro-environmental behaviors, such as supporting local production and reducing ecological footprints, with cultural and social obligations. This motivates individuals to prefer traditional foods, reflecting a commitment to preserving local culture and supporting community-based agronomy practices .

The VBN theory helps in understanding the consumption of traditional foods by linking pro-environmental and pro-social behavior to the purchase intentions of traditional products. It explains how personal norms and community obligations influence youth to choose traditional products, reflecting a commitment to local culture and heritage .

The study broadens the VBN theory by incorporating social norms to better predict pro-social behaviors and purchase intentions toward traditional products. This effort contributes theoretically by providing a nuanced understanding of consumer behavior influenced by both objective personal norms and community-imposed social norms, thus improving predictability in pro-social contexts .

Social norms complement the VBN theory by impacting behavioral intentions through moral responsibility and social influence, controlling behavior in pro-social contexts. By integrating social norms, the study enhances the predictability of pro-social behavior, thus impacting the purchasing intentions of traditional products by emphasizing the role of community expectations and peer influence .

Globalization influences food consumption patterns by shifting preferences among young people from traditional foods like 'kakanin' to fast food, perceived as more powerful and modern. This shift indicates a movement away from traditional cultural practices with deep community and historical significance towards a homogeneous, globalized culture .

Age and gender are significant sociodemographic factors affecting traditional food consumption. However, their impacts are inconsistent across studies due to varying societal norms, cultural differences, and individual values which influence food preferences differently across different contexts .

Previous literature indicates that motivations for choosing traditional foods include supporting local farmers and community, the desire to connect with cultural heritage, and the unique personal and historical value associated with traditional foods. Social integration and reciprocity within the community are also significant motivators .

You might also like