Consumer preferences in key New Zealand export markets for Māori cultural attributes in agri-foods - The role of ethnocentrism and neophobia

Abstract

The development of international markets for indigenous cultural attributes is an emerging area in New Zealand's agri-food sector with many Māori agribusinesses becoming national leaders among the country’s high-quality producers and processors. Within this context, consideration of consumers’ ethnocentrism and food neophobia are important as indicators of openness to novel ethnic foods. Together, these constructs show how cultural attitudes and food-related fears can influence consumer behaviour. While limited research exists on Māori indigenous cultural attributes in food markets, understanding how ethnocentrism and food neophobia influence consumer preferences for these attributes in food products can support market development for Māori agribusinesses in Aotearoa. This presentation details a study employing choice experiments in four key New Zealand agri-food export markets. Respondents agri-food choices are analysed to identify how willingness to pay for a Māori cultural attribute is influenced by cultural attitudes and food-related fears. Results suggest that neophobia may present a more widespread barrier to acceptance of cultural attributes of agri-foods. The proportion of neophobic consumers is generally much higher than that of ethnocentric consumers, and neophobia has a consistently negative effect on willingness to pay across all countries