Why Do People Like to Buy Deep-Fried Foods? − A Means-End Chain
The public’s perceptions of food-related risks are important determinants of food choice and safety practices. Generally, the understanding about specific food hazards affects food consumption. However, though the public are aware that eating fried foods (such as fried chicken) is harmful to health, stalls selling deep fried foods are the most popular in night markets. In this study, we explored why consumers do not reject temptations despite understanding the hazards of eating fried foods. This study used means-end chain techniques to examine whether the personal values of those who consume a high fat diet are reflected through the benefits and attributes they perceive in consuming such food. In order to provide insights into consumers’ intrinsic values pertaining to the purchase of deep-fried products, 30 undergraduates and 30 workers were interviewed using the “soft” laddering research technique to assess means-end chains. The results (ladders) of these qualitative interviews were coded, aggregated, and presented in a set of hierarchical structured value maps. The attributes of deep-fried food were delicacy, craving for food, fragrance attraction, physiological demand, convenience, inexpensiveness, mood melancholy, and habit. States of feeling guilty and contradictory psychological imbalance may occur in consumers’ minds owing to the linkages among the consequences of consuming fried food, such as risk for cardiovascular disease, cancer, and obesity; poor digestion; and skin problems. Further, feelings of satisfaction and happiness were linked with the consequences of relieving pressure and sharing with others. Based on these results, this study provides recommendations for the practice of nutrition education.
|關鍵詞||方法目的鏈理論、油炸食品、階梯法訪談、means-end chain theory、deep-fried food、laddering interview procedure|