| In the last years, ethnic food has been successfully introduced in the Spanish market. In this research a choice experiment is conducted in order to investigate consumer’s preferences toward ethnic food and the influence of psychographic variables in consumer’s decisions. A nested logit model is employed for this purpose, with a two level nesting structure: the first decision is whether or not to consume ethnic food at all; and the second decision combines ethnic cuisine and the consumption situation. The experiment contemplates three cuisines, Mexican, Asian and Arab; and three consumption situations: restaurant, take away and preparation at home. Three psychographic variables are used to investigate the opt-out decision, which relate to the degree of... |
