A cross-cultural study : how product attributes and cultural values influence chocolate preferences

Abstract

The prevalence of global environmental issues and dietary-related health problems raises the importance of sustainable food consumption. This study investigates the relationship between consumers' personal and cultural values and their chocolate preferences across six countries: Vietnam, Iran, Germany, Greece, Turkey, and Venezuela. A choice experiment was conducted with 412 participants, who selected between 100g chocolate bars with varying attributes, including price, type, country of production, label, flavor, and packaging. The results indicate significant cultural differences in the relative importance of these attributes. For instance, Greek participants placed the highest importance on chocolate type, while Vietnamese participants prioritized packaging. Iranian consumers were more price-sensitive compared to Venezuelan consumers, who valued flavor more highly.

Sustainable product characteristics were defined by packaging material (plastic, paper, metal, wood, no packaging) and sustainability-related labels (vegan, no palm oil, no sugar added, organic, climate friendly). These were rated positively across most countries, with "climate friendly" labels and non-plastic packaging being particularly favored. The study also found that local production was generally preferred, reflecting a sense of patriotism and support for the domestic economy.

Psychographic constructs, including Hofstede's cultural dimensions (power distance, uncertainty avoidance, collectivism, long-term orientation, and masculinity), as well as personal health responsibility, environmental consciousness, conspicuousness and prestige value, quality aspects, and patriotism, were used to profile the participants. These constructs provided deeper insights into the cultural values influencing chocolate preferences. These findings highlight the need for culturally tailored marketing strategies to promote sustainable food choices.