The roles of ambivalence, preference conflict and family identity: A study of food choice among Vietnamese consumers

Consumption behaviour is not always an individual phenomenon, but includes social interactions and expectations in several contexts. This study explores the roles of ambivalence, preference conflict, and family identity and norms to explain food attitudes and choice (food consumption frequency). Survey data of 487 households in three cities in the South of Vietnam and structural equation modeling are used to test the relationships in a proposed theoretical model. The results indicate that ambivalence is negatively related to both attitude and food choice. The findings also reveal that preference conflict plays an important role in the context of food choice with a negative effect on attitude, but a positive effect on ambivalence. Furthermore, in addition to a positive impact on food choice, a family norm helps to reduce preference conflict. Especially, the effects of family norm on food choice and preference conflict become stronger with a positive moderator effect of family identity.

► Ambivalence is negatively related to both attitude and food choice.
► Preference conflict is negatively effect on attitude, but a positive effect on ambivalence.
► A positive impact on food choice, a family norm helps to reduce preference conflict.
► Family identity increases the family norm–food choice relationship.
► Family identity increases the family norm–preference conflict relationship.