Unraveling the Consumer Value Components of Science-Based Cooking: The Producer Perspective
JOURNAL OF CULINARY SCIENCE & TECHNOLOGY, vol.21, no.4, pp.558-579, 2023 (ESCI, Scopus)
- Publication Type: Article / Article
- Volume: 21 Issue: 4
- Publication Date: 2023
- Doi Number: 10.1080/15428052.2021.1972887
- Journal Name: JOURNAL OF CULINARY SCIENCE & TECHNOLOGY
- Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, Academic Search Premier, CAB Abstracts, Compendex, Food Science & Technology Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index
- Page Numbers: pp.558-579
- Keywords: Molecular gastronomy, science-based cooking, consumer value, food marketing, CUSTOMER VALUE CREATION, MOLECULAR GASTRONOMY, HAUTE-CUISINE, SERVICE FIRMS, PORTION SIZE, PRICE, INFORMATION, PERCEPTIONS, CONSUMPTION, INNOVATION
- Istanbul University Affiliated: Yes
Abstract
This study unravels the consumer value components of science-based cooking and examines how science-based cooked foods should be marketed in line with this value constructivism. A qualitative study approach was adopted based on the data from 22 semi-structured interviews with executive chefs in Turkey. Five interrelated consumer value components of science-based cooking were identified, namely functional, emotional, social, artistic, and epistemic. By highlighting the consumer value components of science-based cooking in the marketing context, the study contributes to the food-marketing literature and provides various suggestions for restaurant marketers.