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Influencing factors of Chongqing consumers’ willingness to buy foreign food

Yi Xiong, Rapassa Roung-onnam


With the rapid development of globalization, people’s interest and demand for foreign cuisine are increasing. It has become an
important topic to study the purchase intention of foreign food. The purpose of this study is to explore the influencing factors of Chongqing
consumers’ willingness to buy foreign food. As one of the important cities in China, Chongqing has rich food culture. Understanding Chongqing consumers’ willingness to buy foreign food is of great significance for food enterprises to formulate marketing strategies and improve
product competitiveness. Through in-depth analysis of the factors that affect consumers’ purchasing intention, we can provide targeted marketing suggestions for food enterprises and improve the competitiveness of products.


Purchase Intention; Perceived Value; Brand Identity; Consumer Trust

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v9i2.12472