Vol. 10, Issue 4, Part C (2024)

In our globalized world, cross-cultural food and drink consumption is rising, prompting shifts in consumer attitudes and behaviours. This study explores how consumer decision-making processes relate to evolving perceptions of cross-cultural culinary experiences and their profound impact on culture. Using insights from sociology, psychology, and marketing, it examines various factors influencing consumer choices. Through mixed methods including qualitative analysis and surveys, the research uncovers the complex mechanisms shaping consumer behaviour in cross-cultural gastronomy. It also explores implications for cultural heritage, identity, and intercultural relations. The findings reveal a nuanced interplay between individual preferences, societal norms, and global trends, highlighting concerns like cultural appropriation and sustainability. Additionally, the study emphasizes the role of marketing in shaping perceptions and fostering cultural understanding. Beyond consumer behaviour, the research offers valuable insights for policymakers, marketers, and cultural stakeholders, facilitating strategies to promote cultural exchange and preserve culinary traditions. Ultimately, this study enhances our understanding of how consumption, culture, and identity intersect in our interconnected world.