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Sustainability of Food Heritage in Birthday Rituals

Author

Listed:
  • Bae-Young Choi

    (Department of Consumer Science and Living Culture Industry, Sungshin Women’s University, Seoul 01133, Republic of Korea)

  • Su Jin Yang

    (Department of Consumer Science and Living Culture Industry, Sungshin Women’s University, Seoul 01133, Republic of Korea)

Abstract

For the last decade, cultural heritage has been recognized as the fourth most important field of sustainability, but insufficient empirical research has focused on social participants’ intent to inherit intangible cultural capital. Based on the theory of planned behavior (TPB), this study investigated the influence of cultural significance and successors’ perceptions of traditional foods served during landmark birthday rituals in South Korea. The results show that, while historical stability and instrumental healing are important cultural values for South Koreans, perceived behavioral control, subjective norms, and a perceived female role affect the intention to preserve traditional food heritage for landmark birthdays. In addition, we examined the differences between genders and age groups in terms of the influence of perceived behavioral control and the perception of the female role and found that both impacts increased in the older group. The contributions to the field are discussed in terms of cultural sustainability and TPB, along with the managerial implications for policymakers.

Suggested Citation

  • Bae-Young Choi & Su Jin Yang, 2024. "Sustainability of Food Heritage in Birthday Rituals," Sustainability, MDPI, vol. 16(17), pages 1-21, September.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:17:p:7718-:d:1471833
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    References listed on IDEAS

    as
    1. Chao Wu & Shuling Liang & Weijiong Wu & Yuxiang Hong, 2021. "Practicing Green Residence Business Model Based on TPB Perspective," Sustainability, MDPI, vol. 13(13), pages 1-11, July.
    2. Elinor Ostrom, 2000. "Collective Action and the Evolution of Social Norms," Journal of Economic Perspectives, American Economic Association, vol. 14(3), pages 137-158, Summer.
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