LAUSR

Abstract Background Ethnic cuisines are increasingly popular in global food markets. This study identifies the personal values underlying Malaysian consumers' decision making with respect to Japanese food. Methods A total of 134 Malaysian consumers were interviewed and analyzed using means-end chain methodology. Results Our findings indicate that Japanese food is chosen for the values that the attribute "tasty" can help achieve, not for that attribute per se. Conclusion Identified values primarily related to longevity, meaningful life-style and sense of accomplishment. The identification of these connections is an important step in understanding why a particular ethnic food is favored by foreign consumers. Our findings could be helpful to restaurateurs in meeting marketing strategies with consumer values and policymakers when designing health campaigns.