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PurposeThe research objective is to explore consumers' (those of ethnic origin and non-ethnic origin) motivation for choosing ethnic food.Design/methodology/approachA total of 120 respondents were approached at Padang restaurants in Jakarta, and personal interviews were conducted using soft laddering techniques linking to means-end chain (MEC) analysis. The associations among attributes, consequences and values were mapped into a graphical hierarchy to depict the cognitive structure of consuming ethnic food.FindingsThe unique and spicy taste of Padang food, as well as preferences for the cuisine, was identified as the determinants of consumption of Padang food. In addition, the Minang people still considered the food's origin and tradition when consuming it. “Financial security” and “happiness” were identified as the desired values that consumers want to achieve.Research limitations/implicationsThe extent to which acculturation affects consumers' decision-making on consuming ethnic food has not been significantly investigated.Practical implicationsPadang food can be promoted by highlighting its traditions and unique, spicy taste. These are key messages to attract consumers of Padang ethnic food.Originality/valueThe paper presents an original motivations and cognitive structures for eating Padang food.

Purpose The purpose of this paper is twofold: first, to investigate the motives of urban consumers when purchasing local food products using means-end chain (MEC) analysis and second, to introduce an alternative approach to segment the market based on consumers’ motivation using decision segmentation analysis (DSA). Design/methodology/approach DSA was used as advanced segmentation procedure of hierarchy value maps (HVMs) produced by MEC analysis. Findings The findings suggest that there are two main segments of local food consumers in urban Indonesia: value-for-money and health benefits. The value-for-money segment is dominant when making local food purchasing. Research limitations/implications This study sample is not representative of local food consumers in urban Indonesia as only three urban cities were interviewed. Practical implications An understanding of the motivation-based segmentation of local food in urban cities is a useful tool in order to reinforce and attract local food consumers to consume more locally grown food. Originality/value This study reveals the motivation-based segmentation of local food in urban cities in Indonesia.

Purpose The purpose of this paper is to uncover the personal values driving Indonesian and Malaysian Muslims’ consumption decisions with respect to halal food. Design/methodology/approach The personal values of 130 Indonesian and 80 Malaysian Muslims have been analyzed, using a means-end chain (MEC) approach, in relation to halal food. Findings Primary personal values are identified as a better sense of personal security. This is ascribed as seeking “better future” and “go to heaven.” Other personal values are related to tradition, benevolence and achievement. Research limitations/implications Since this study was conducted in both the capital cities of Indonesia and Malaysia, this study might not take account of cultural diversity within the two countries’ Muslim communities. Practical implications An understanding of the personal values governing Muslim consumption is a useful tool toward improving the promotion of halal certification and food products. Originality/value This study reveals the personal values of Indonesian and Malaysian Muslims with underpinning their consumption of halal food.