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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Food Consumption and Cultural Awareness: An Anthropological Case
Study of Consumer Behavior at a Chinese Restaurant
Author(s): Kelly Tian, Robert G. Tian
Citation: Kelly Tian, Robert G. Tian, (2011) "Food Consumption and Cultural Awareness: An Anthropological Case Study of Consumer Behavior at a Chinese Restaurant" Vol. 5, Iss. 4, pp. 51 - 69
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The United States is a multicultural nation consisting of many people from different nations with various
ethnic backgrounds and multiple worldviews. One of the ways people of different backgrounds manifest
their cultural values is via the consumption of food at various food service sites. Food consumption is a
basic biological need; it is a fundamental behavior of human beings. However, it is suggested here that in
addition to the primary purposes of eating to satisfy hunger and provide nourishment, food consumption
also reveals differences among cultures, which can sometimes dictate or at least influence what people
eat, as well as the manner in which they eat. This paper presents an observational study from an
anthropological perspective of consumer behavior at an ethnic restaurant. The findings suggest that such
a restaurant serves not only to satisfy biological needs, but also plays other roles in society. It also
functions as a source of cultural information and as a social outlet. The authors will explore and present
conclusions based on the cultural awareness and sensitivity of patrons of the restaurant in this case study.
