Regulatory focus and message framing’s effects on intention to consume ethnic food in China

Abstract

Purpose The purpose of this paper is to examine the effect of regulatory focus on Chinese consumers’ intention to consume ethnic food, the mediating role of food neophobia and the moderating role of message framing with regard to regulatory focus and ethnic food consumption. Design/methodology/approach Lab experiments method was used in this paper, two studies were designed to test the relationship between regulatory focus, food neophobia, message framing and intention to eat ethnic food. Study 1 was to test the influence of regulatory focus on intention to eat ethnic food, and the mediation role of food neophobia. Study 2 was to test the moderation role of message framing. Findings Results indicated that consumers with promotion focus have higher intention to eat ethnic food than consumers with prevention focus. Prevention-focus consumers have higher food neophobia, which leads to lower intention to eat ethnic food. Food neophobia plays the mediating role in the relationship between regulatory focus and intention to eat ethnic food. Regulatory fit can increase consumers’ intention to eat ethnic food. Promotion-focus consumers show higher eating intention in gain-framing situation, while prevention-focus consumers show higher eating intention in loss-framing situation. Research limitations/implications The study was undertaken in China. Further studies should include respondents living in countries other than China. Practical implications This research provides a venue for marketers of destination tourism, especially for ethnic food marketers to introduce and advertise ethnic foods to tourists. Regulatory fit is important for destination tourism. To improve consumers’ eating intention, this research suggests that ethnic food marketers should pay attention to regulatory focus of consumers from different regions and cultural background, and design corresponding message framing for consumers with different regulatory focus to form regulatory fit. Originality/value First, this study has proposed and tested regulatory focus’ effect on intention to consumer ethnic food. Food neophobia is used to explain the mechanism of relation between regulatory focus and intention to eat ethnic food. Also, message framing is introduced to define the boundary of relation between regulatory focus and intention to eat ethnic food.