APS
29th APS Annual Convention · 2017
Asian Vs American Food Choices of Asian Millennials in the US: Cultural Identity or Health Goals?
- Vu Do
Southern Illinois University Edwardsville - Michael Hair
Southern Illinois University, Edwardsville
Abstract
Our work investigates how health goals and cultural connection may influence food choices of Asian millennials in the US. We first assumed that activating cultural identity may increase willingness to pay for Asian (vs. American) foods; surprisingly, activating health goals may increase willingness to pay for American (vs. Asian) foods.
Cross-Cultural or Ethnic Studies
