Models of Organizational Behavior
Food Consumption and Cultural Awareness: An Anthropological Case Study of Consumer Behavior at a Chinese Restaurant
Kelly Tian University of Chicago Robert G. Tian Medaille College
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. INTRODUCTION The consumption of food is a universal biological behavior shared by all humans, regardless of background. Though food as a means to satisfy a human need is the same no matter where, food and culture are interrelated. Using food, people of various ethnic backgrounds can engage in socialization with others. Ethnic restaurants serve as prime natural environments to observe the various decisions consumers make. Consumers' decision-making processes can vary according to different cultural backgrounds (Perner, 2010; Miller, 2009). Some of the most important components of culture include consumption habits of food and patterns of consumption, which
Kelly Tian University of Chicago Robert G. Tian Medaille College
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. INTRODUCTION The consumption of food is a universal biological behavior shared by all humans, regardless of background. Though food as a means to satisfy a human need is the same no matter where, food and culture are interrelated. Using food, people of various ethnic backgrounds can engage in socialization with others. Ethnic restaurants serve as prime natural environments to observe the various decisions consumers make. Consumers' decision-making processes can vary according to different cultural backgrounds (Perner, 2010; Miller, 2009). Some of the most important components of culture include consumption habits of food and patterns of consumption, which