The influence of multicultural experience on attitudes towards new foods in the U.S.

Abstract

Many people are resuming overseas sojourns for tourism, studying abroad, and emigration to foreign countries, contributing to the increasingly diverse population in the United States. Thanks to the growing ethnic and racial diversity, American consumers can access global cuisine and are exposed to different cultures and media influences. Previous studies have highlighted the significance of comprehending the cultures of ethnic minorities and their cultural dimensions in the context of marketing context. There is still a research gap in discussing the effect of multicultural experience on attitudes towards foods. This study evaluates the role of sociocultural factors, such as traveling and sojourning and multicultural sensitivity, on consumers' attitudes toward new foods in the United States. The results show significant effects of sociocultural factors and consumers' perceptions of cultural differences on consumers' openness to new foods. The findings provide insights into the food industry and policymakers regarding approvals and market strategies for introducing new and foreign imported foods. Additionally, the results help retail and restaurant entrepreneurs better target their intended market and consumers.