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KMID : 0665420170320030175
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Korean Journal of Food Culture
2017 Volume.32 No. 3 p.175 ~ p.184
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Acceptance of Korean Menu Items and Its Association with a Degree of Food Neophobia among South-east Asian Muslim Consumers in Korea
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Park Hee-Jung
Shim Hyun-Kyou
Chang Seong-Jun
Hong Jae-Hee
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Abstract
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Despite growing interest in Korean foods, South-east Asian consumers' perception and acceptance of Korean foods have not been well elucidated. This study was conducted to understand South-east Asian Muslim consumers' perception and acceptance of Korean foods and the association with their food neophobia level. Ninety-three Muslim consumers (mean ages 25.2, men 35.5%, women 64.5%) from Malaysia (72%), Indonesia (16.1%), and Singapore (11.9%) rated their degree of food neophobia as well as recognition and acceptance of representative Korean menu items. Background data such as duration of stay and Korean food consumption habits were collected. Overall, participants perceived Korean foods positively (4.04 on a 5-point hedonic scale). Most well-recognized Korean foods were gimbap and bulgogi, whereas less-known spicy foods such as ojingoe deopbap were most liked among items that were actually consumed. A neophobic group rated Korean foods less favorably than neutral and neophilic groups (p<0.05). Future studies are required to identify whether or not South-east Asian Muslim consumers' food neophobia is formed under the influence of religious regulations or reflect individual consumers' personal traits.
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KEYWORD
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Muslim , Korean food , consumer acceptance , food neophobia , a degree of exposure
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