Generational Food Preference and Behavioral Impact on Philippine Culture

Darrell Vien A. Baduria

Jaira Mae A. Claveria

Junniel R. Corvera

Melvin W. Honorio

Ferl Joy S. Sarabia

Introduction

As stated by Subido (2019), According to a survey by Global Market Research

with 25,000 participants from 24 different nations, most Filipinos enjoy food from other

countries, with 67 percent of respondents liking various foreign cuisines. According to a

YouGov survey, 40% of Filipinos enjoy Lebanese food, 90% of Filipinos adore the

exquisite flavors of Japanese and Italian cuisine, and 93% of Filipinos value American

cuisine. As mentioned by Hoang (2022) that the Coronavirus Pandemic is a big factor in

why people tend to eat healthy since then, this pandemic changed the eating lifestyle of

people to consume healthy food. However, Berak, et al. (2021), explained that food

makes a huge contribution to its culture, and it affects the eating behavior of people by

the influence of media, and commercials. There are new trends that will appear in food

if culture is more accessible.

(S. S. Wachyuni and K. Wiweka, 2020) stated that it is apparent that food

preferences have changed. Restaurant operations have been negatively impacted by

tourism. Food-related health concerns are becoming more popular. They grow more

particular about the type of food they regularly eat. Food preferences are extremely

complicated, subjective, and impacted by a wide range of variables, particularly

physiological ones. According to (Vallejo, 2018), food preferences or choices discuss

how people choose the food they consume. Researchers are curious about the food

preferences of the Filipino people because they produce such a wide variety of foods.

Knowing what Filipinos desire to eat and how their behavior affects Philippine culture is

important given the majority of Filipino foods are inspired by cultures from different

countries.
 As explained by Hoogstins (2017) stated that the extent to which a person might

utilize social media to make food-related decisions and alter their eating habits as a

result of peer pressure. The researchers draft a questionnaire that was instructed by a

thorough review of the literature on the topic. The questionnaire was based on a mixture

of previous research and theoretical frameworks such as Theory of Planned Behavior

and Human Decision the theory holds that when a person is excited about certain

behaviors, they will have a strong desire to engage in those behaviors, such as eating

the food that is advised as part of a daily intake of vegetables. When they recognize the

social pressures placed on them by others whose opinions they respect and when they

believe they can easily consume the appropriate amount of food Ajzen, (1991) and

Factors Influencing Food Preference Theory It introduces and evaluates the main

models that seek to understand consumer behavior relating to food Randall & Sanjur,

(1981), which were used as a guide for creating the survey items and research

questions.

As explained by Ajzen (2015) Consumers of food goods in developed nations

frequently face a variety of choices in daily life. They must not only choose from an

overwhelming variety of various brands of the same products, but they must also take

into account more fundamental factors in relation to their purchase selections. Different

foreign cuisines are now better-known examples are Chinese, Korean, and Japanese

cuisines among Filipinos for the reason that food bloggers, enthusiasts, and critiques

share their experiences about diversified cuisines. As stated by Almani, et al. (2020)

The necessity for more research on consumer food choice behavior has become

apparent in the food sector. In addition, Vallejo (2018) points out that Food preference
or choice studies the process by which people choose the food they consume. It has

elements that are sensory, sociological, psychological, and economic. The choosing of

food is influenced by a variety of elements, including taste preferences, sensory

characteristics, price, availability, convenience, cognitive restraint, and cultural

familiarity. Today, Filipinos are now overexposed to other cuisines—not because they

travel, but due to having a curious type of manner, hence researching, and seeking

different flavors. By learning about the many types of actions that Filipinos engage in, it

is clear how they choose their meals based on their tastes.

Researchers are curious about the Filipinos' food preferences because they

produce such a wide variety of foods. Chase (2017) stated that the national cuisine of

the Philippines can be described as multicultural because it combines several culinary

traditions into a single dish. resulting in various cooking tastes and methods. figuring out

the food preferences of Filipinos, how that affects their cultural heritage, and how that

might promote variety.

The current trend among Filipinos is to prepare a wide range of mouthwatering

foods every day. As a result, people's palates—especially those of Generation Z—are

drawn to innovative and delectable foods. These people are more inclined to choose

their food in a different way in order to feel pleased because they evolved in the digital

and social media age. The "Zoomers" are the newest generation, who were born

between 1996 and 2010 (Tetrault, 2020). Most people around this age experiment with

a variety of foods, and as a result, they are more likely to find meals that satisfy their

preferences and cravings. These preferences are frequently influenced by a range of

lifestyle factors, such as food ads, one's health, the price of food, social circumstances,
and current culinary trends. The generations of today are eager to spend a lot of money

on experiences, including their culinary preferences. Additionally, this generation is the

most technologically advanced. (Aveard, 2018).

Statement of the Problem

This study is sought to assess the generational food preferences and behavioral

impact on Philippine culture.

1. What is the demographic profile in terms of age, gender, and educational

attainment?

2. What are the characteristics of foods in terms of taste, appearance, cost,

method of preparation, and food combination?

3. What are the characteristics of Environment in terms of the season, mobility,

urbanization?

4. The Behavioral impacts in terms of subject norm, attitude, perceived

behavioral control.

5. To determine the significant difference between Behavioral Impact and

Preferences when grouped according to profile.

6. To determine the significant predictors of food preferences through behavioral

impact.
Objectives of the study

This study is sought to assess the generational food preferences and behavioral

impact on Philippine culture, more specifically to:

 To determine the demographic profile in terms of age, gender, and

educational attainment.

 To assess the food preference in terms of taste, appearance, cost,

method of preparation, and food combination.

 To determine the behavioral impact in terms of season, mobility, and

urbanization.
Theoretical/Conceptual Framework

This model of Randall and Sanjur (1981) investigates how people behave when

buying food. Person, product, and environment are the three groups into which these

variables can be classified. As determinants of dietary choices, these three groups of

variables are listed. (Sheth 2011) Buyers have drawn on generic models of buyer

behavior to explain food choice shown as consumer decision process model and the

Howard-Sheth model of buyer behavior.

The researchers assess, however, the most influential approaches applied

specifically to understand choice of foods which is the; 1) economic like household and
random utility models, 2) The theory of reasoned action/theory of planned behavior and

3) the food choice process model. (Grunert et al.1996; Conner and Armitage 2008) said

that the choice of these three model groups reflects their impact on the literature on

food choice and its use in policy research.

This table, called the Theory of planned behavior (Ajzen, 1991) in an effort to

forecast the behavior of individuals. This table contributes to a deeper understanding of

how people make food preferences. This table can be used to ascertain the justification

for the preferences. assumes that people behave logically in accordance with their

attitudes, arbitrary standards, and sense of behavioral control. These are utilized as a

context for the decision-making process rather than necessarily being employed when

making decisions. Behavior can somewhat affect a person's eating preferences.

Hypothesis/Assumptions

The hypothesis/assumptions are formulated to answer the preference objectively.

 H1. There is a significant difference between behavioral Impact and Preferences

when grouped according to profile.

H2. There is a significant predictor of food preferences through behavioral

impact.

Significance of the Study

 Numerous studies undertaken throughout the years have backed up the premise

that nutrition and health are significantly influenced by the dietary choices we make.

Their findings imply that nutritional risk factors for diet-related illnesses and weight

status are influenced by dietary preferences. Given that today's generation has access

to a variety of cuisines, this study will be useful for Gen X to Z in figuring out what

Filipinos love to eat and whether Philippine cuisine is still relevant.

Generational X (58 – 43 yrs. old).

Parents. This study aims to provide parents of Generation Z children with

comprehensive information about their health. This information will enable parents to

make the necessary adjustments to their children's food preferences, as parents have a

significant impact on their children's food choices by providing them with the food they

consume.

Generational Y (27 – 42 yrs. old).

Professionals. These employees will receive valuable information from this survey on

various food preferences and how they influence meal choices.

Generational Z (11 – 26 yrs. old).

Students. This study intends to inform people about the appropriate dietary options

based on their age in order to assist them in making wise eating decisions. As a result

of each person's unique dietary preferences, obesity is a condition that affects a lot of

young people, and this tries to avoid it.

Future Researchers. Future research on the food preferences of people from

Generations X through Z and how their choices affected their way of life may be

conducted using the paper as a model, according to the researchers. This could be

used as a resource for later research.

Scope and Limitation

 The central focus of the study is to assess the food preferences of different

Generations in the Philippines. This study will focus on the elements that influenced

their food choices and in order to understand how these factors affected their culture.

This study also focuses on the impact of the behavior of the individual that affects the

culture of the Filipinos in preference in terms of food choice of different generations in

the Philippines.

This study will not cover any problem that is not related to the food preference

and behavioral impact to the culture of the Filipinos. Each respondent will be given a

questionnaire that will be prepared by the researchers to answer for them, which will be

the main source of the data for the researchers.

Definition of Terms

 Food Preference - A food preference is based on your body's demands and

preferences as well as what you love, find most satisfying, and feel best

eating. This choice is personal to you; it is not influenced by diet culture or

what you perceive to be the "correct" response. You sincerely prefer one thing

to another. (Colleen, 2020).

 Fusion Cuisine - To create a particular dish, two or more different cuisines or

cooking techniques are combined (Hamilton, 2022).

 Generation X – Is anyone born between 1965 and 1980. The generation that

succeeds the baby boomers is known as Gen X. Gen Xers are characterized

by Britannica as "resourceful, independent, and keen on maintaining work-life

balance." (Hecht, 2022).

 Generation Y/Millennials - Is born between 1981 and 1996. After that,

anybody born belongs to a separate generation. The "most racially and

ethnically diverse adult generation in the history of the country" is the

millennial generation. (Munson, 2023)

 Generation Z – Generation Z (aka Gen Z, iGen, or centennials), refers to the

generation that was born between 1997-2012, following millennials. Some of

the eldest members of this generation will have graduated from college and

will be working by 2020. They were raised on the internet and social media

(Meola, 2023).
 Honbap – In Korea, it consists of two words. As Koreans love to eat alone, the

name Hon is a combination of the words honja, which means "alone," and

bap, which means "food" (Kim, 2019).

 Mokushoku – Japanese expression for eating alone or in silence. It began in

a particular restaurant in Fukuoka and spread around the nation in the style of

Mokushoku (Wen, 2022).

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REVIEW OF RELATED LITERATURE
 This section is an overview containing previously published works on a topic.

Those covered in this chapter aid in familiarizing oneself with the knowledge related to

and comparable to the current study.

Food Preference of Filipino

In the recent study of Tariga (2021) food preferences are extremely complicated,

individual, and influenced by a wide range of circumstances. Also, Ladigohon, et al.

(2020) explained that food preferences are affected by many other factors such as

choice of food, ethnicity, economy, habit, and society. These are just some of the factors

that Filipinos have when it comes to their food preferences. Moreover, Glabska (2021)

stated that prepubescent youngsters' food preferences change frequently, and they

frequently reject various meals that they previously loved, but following their teenage

years, they usually come to favor various foods that they did not appreciate previously.

In addition, Tariga (2021) stated that food has an impact on individuals, it makes

a significant contribution to their meal choices and preferences. As mentioned by

Almani, et al. (2020) the necessity for more research on consumer food choice behavior

has become apparent in the food sector. Thus, Filipinos are now overexposed to other

cuisines, this also adds up to their food preference (Bekar, 2021). As cooks have

become renowned, the influence of food on culture at large has grown, and cooking has

shifted away from what it means throughout the media and became one of the primary

themes of TV shows.
Eating Behavior

On the other hand, Kabir (2018) stated that eating behavior is normal behavior

relating to eating habits, food selections that you eat, how they were prepared, and the

amounts consumed. Skipping traditional meals became a common eating behavior of

Filipinos, eating behavior have changed through the past years. Based on Kabir (2018)

societal, individual, and environmental factors emerged as the key aspects that

determine eating behavior. Factors can influence what food people take, quantity of

food intake, food selection, their mealtimes, and food preferences. Furthermore, Kabir

(2018) stated that eating behavior is an essential component of life since it may affect

longevity in terms of health because unhealthy eating patterns such as eating nutrient-

deficient food, skipping meals, and failing to eat regularly are known to cause a variety

of medical issues and deficiencies in nutrients.

Food Trends

To sum up, Adetunji (2020) cited that as years go by, food products and their

consumption have developed, and this trend continues to grow. In addition to this,

Revilla (2022) explained that food trends are constantly shifting worldwide as

customers' preferences adapt to match their shifting need. Nowadays, nearly no meal

goes undocumented. Filipinos in particular love sharing their meals on social media,

which is constantly saturated with food photographs. As per Hassoun (2022),

consumers' awareness of the environmental issues that resulted in issues of

sustainability in food led to a rise in the adoption of various emerging food trends.
Characteristics of the food

Based to two research teams, Soenawan & Malonda (2015) and Faizah, Suryoko

& Saryadi (2013), the price of the goods and services offered (Bojanic 2007), as well as

the quality of the products and services offered (Exhibition et al. 2010, Ghimire 2012,

Ha & Jang 2010, Ghimire 2017, Fu'ad 2015), are among the many factors that can

influence people's satisfaction with and preference for food. Moreover Steenkamp

(1990), multiple studies have underlined the fact that there is no universal definition of

quality but rather that it relies on the various viewpoints from which it is evaluated. For

example, a definition in technical and production terms may differ from the impression of

customers on food preferences.

Numerous macro and micronutrients, which serve a variety of purposes in the

human body are found in food. Both food and nutrition science take into account the

same omic technologies, however, the samples may vary. For consumers to prefer

some foods over others, the analytical methodologies: dependability and repeatability

are crucial (Fasoli & Zhang et al., 2015). However, from the customer’s opinion, in fact,

many details come up with to explain the food product quality: these are not only natural

qualities such as palette and other sensorial properties, but there is also an apparent

factor such as the emergence and labeling (Bernués, Olaizola, & Corcoran, 2003;

Grunert, 2002; Verdú Jover, Lloréns Montes, & Fuentes, 2004).

 Customer satisfaction can happen if the food visualization display aspect is

backed by tasty flavor indications and reasonable costs. Furthermore, the customers of

the modern world are very challenging, showing greater concern about the health and

quality benefits of the product with regard to products that we all buy. The taste, look,

portion size, and of course, price may all be used to gauge a culinary dish's quality.

Restaurants take into account a mix of flavor and appearance based on these

characteristics (Faizah, Suryoko, & Saryadi 2013). It is divided into categories that will

be discussed in the following subsection.

Taste

Older studies showed evidence of distinct taste preferences at birth, with a

predilection for the sweetness of food and an aversion to bitterness. Except in cases

when infants had already been exposed to flavors via the mother's diet, there was very

little evidence to support inborn flavor preferences. Little attention has been paid to how

taste and flavor preferences develop over time (Nicklaus et al., 2019)

Cost

However as stated by Peterrick (2004) asserts that consumers' perceptions of

price are frequently influenced by their willingness to make both financial and non-

financial sacrifices to receive the dish. Price assumes the function of a consumer's

extrinsic signal and substantially influences how they perceive "monetary value"

(Zeithaml, 1988). Furthermore Lichtenstein et al. (1993), price perception may also be

used to describe a customer's emotional response to acquiring a product, which may or

may not work as a trigger on their preference for food. For instance, a customer's

perception of the price has a favorable effect on their desire to make a purchase (Alford

and Biswas, 2002).

Appearance

Many customer studies have been the attention on the design components of

product packaging, such as appearance and hue, in arrangement to attempt certainly

impact the buyers’ preferences of the specified product. (e.g., Fenko et al., 2016;

Rebollar et al., 2012; Tijssen et al., 2017; Velasco et al., 2014; Westerman et al., 2013).

Likewise, this research supplies the current literature concurrently to control the

packaging form, tone, and classification. Although it is not clear that highly compatible

basis on which to draw any theory regarding the manageable relationship effects that

might be visible across the manipulated variables, appearance, and hue that might be

anticipated to work additively. Similarly (Van Loo, et al., 2018). Consumers are given a

wealth of information while making a purchase. However, if consumers pay attention to

it, it might influence their decisions.

Food Combination & Method of Preparation

In agreement with De Klepper asserts that meal matching is the artistic part of

cooking. Due to chefs' ongoing search for guidelines to develop innovative and for the

preferred food of the eaters, but profitable dishes and menus, it has been the focus of

several research in the culinary industry. However, unlike in sensory science, cooks do

not assess their meals using statistics or a panel. The Michelin-starred chef Heston
Blumenthal and taste specialist François Benzi (of Firmenich, Geneva) introduced the

Food Pairing Theory in 2002. The premise was simple: the more aromatic molecules

two meals have, the better they taste when combined. Additionally, more individuals will

probably prefer the meal to try and taste it.

Environment

As determined by Turner, et al. (2019), the food environments are the point at

which people buy and consume food in order to interact with the larger food system.

However, Downs et al. (2020), given the full range of options consumers have when

choosing which foods to buy and consume, the food environment is a crucial area of the

food system to implement interventions to support sustainable diets and address the

global epidemics of obesity, undernutrition, and climate change. Food environments

serve as a link between the macro food system, which includes food supply chains,

processing, wholesale, and logistics, and people's dietary preferences. These

conditions collectively affect people's food and beverage choices as well as their

nutritional status (Popkin et al., 2018).

As claimed by Swinburn et al. (2019), the term "food environment" refers more

specifically to the area of the food system that serves as a direct "interface" through

which people can obtain and consume food .However, Turner et al., (2018) also stated

by the different concepts for food environments have been proposed, such as "healthy

nutrition environments," "obesogenic environments," "food and eating environments,"

and "foodscapes," all of which imply the impact of social and environmental factors on

people's health and nutrition. Changes in global food systems and the availability of

food have altered eating habits and food preferences, leading to a shift toward

consuming more unhealthy foods (Monteiro et al., 2013).

Season

In the opinion of Meyerding et al. (2019) as a result of the globalization of the

food trade, for instance, different food products are almost always available, regardless

of the season, which has significantly increased the distance that food must travel.

Based on Vargas et al., (2019) eating seasonal food is being promoted as one aspect of

a sustainable diet, frequently interpreted as local food, but the social, environmental,

and economic benefits and limitations need to be compared with supplying year-round

fresh produce. In addition, Vargas et al., (2019) this variable availability driven by

seasonality and climate extremes means that these foods may not be available in

sufficient quantities when required.

Mobility

Customers might still visit markets or supermarkets and decide to purchase items

made in areas near their cities and counties. However, it appears that Chinese

consumers are also losing their "mobility" to buy food on foot as e-commerce

development soars by the day. Instead, many choose to use specific apps on their

smartphones to order rapid meal delivery (Liu & Chen 2019).

Urbanization
 Referring to Cockx, et al. (2019) ,rapid urbanization globally is often considered

as one of the most important drivers for changing dietary patterns and nutrition .

However, Bricas, et al. (2019) also stated that higher urbanization, usually a

characteristic of developed economies, can influence food consumption and nutrition

transition in several ways. For instance, urbanization can affect consumption patterns

through its effect on agricultural land, food supply and prices, and the food environment.

Lastly, as per Cockx, et al. (2019) that in Africa, it has been discovered that rural

residents who move to urban areas tend to drastically alter their food consumption

patterns, such as by consuming fewer staple foods like maize and more processed

foods and high-sugar food.

Behavioral Impact

As stated by Valli C., et. Al. (2019), Numerous research has displayed food

preference as one of the critical determinants to food consumption and choices.

Personal food system is important in apprehending the numerous factors that influence

food choices at the single level and the role of culture in guiding those choices. The

personal food system is important in understanding the many factors that influence food

choice at the individual level and the role of culture in driving those choices. Food

choice is about why people eat the foods they do, and decisions about food are the

outcome of processes that are complex, influenced by biological, psychological,

economic, social, cultural, physical, and political factors. In a study of 108 preschool-

aged children and their parents, Vollmer et al. (2019), found that preference for

vegetables mostly occurred among children of parents with the authoritative feeding
style (high demands, responds to child’s needs), but its association with healthy eating

was moderated by food parenting practices.

Demographic Profile

As stated by Livingstone, et al. (2020), the demographic profile of the individual

such as the educational attainment, income, and sex are the common factors in terms

of food preference. They conduct an internet-based survey and based from the survey,

that women from the participants and those people who have a higher education

achievement have a good choice in food compared to men. However, Vorage, et al.

(2020) also stated that the demographic and Food Choice Motive are able to forecast

behavior in terms of eating of Functional food, those people who live dependently are

more likely to have a consumption on a functional food. Lastly, as specified by

Woodside, et al. (2019), food choice has a lot of ways to be done, the demographic

profile only gives a little amount of factor in terms of food preference.

Gender

Referring to Gibb. Et al. (2021). Discussed that sexual minority or individuals that

identify as lesbian, gay, bisexual or who is being attracted with their same gender, are

most likely experiencing a food insecurity, in which means the access of food for them

are difficult and having a hard time to live a healthy life. However, as stated by VanKim.

Et al. (2019). Sexual Orientation gives a big role in terms of food choice of the person,

straight males in terms of their quality of diet is low compared to other sexual
orientation. Fragkos, et al. (2022) explained that people who are part of sexual minority

are unprotected on having an eating disorder. In accordance with Zhao (2022), he

stated that male and female have different food preference, in the culture of china, men

mostly prefer manly food such as red meat, beer, seahorse and other more, while

women in China mostly preferred soft and delicate food such as salads, cakes, and

others. However, Lombardo, et al. (2019) said that women drink more water than men,

sweet food/drink, while men are tending to eat more in a day and still tend to get hungry

in a day and mostly at night that even affect their sleep than women who somehow skip

meal in the day. Lastly, as per Lusk (2022), he indicates that, according to the survey-

based report in Center for Food Demand Analysis and Sustainability, the food insecurity

is tending to be higher from women than the men, but the satisfaction of the food itself if

much higher to married men.

Educational Attainment

As explained by Rippin, et al. (2020), that the countries with low income and low

standard of education had more likely to practice a poor food consumption with

particular to fruits and vegetables, food that has lots of vitamins and minerals. However,

Morales. et al. (2021) suggests that those people who have a low educational

attainment have a diet that the food they ate are mostly low in fibers but excess in

carbohydrates, foods that is sweets, but those people who have a good educational

attainment are more lovely to eat healthy foods such as vegetables and fruits. Lastly, as

explained by Dutta (2023), Educational background of the parents are a big factor on

the food consumption of their children, study shows that parents with high educational
background eats healthy foods in front of their child, that influence food preference of

the child.

CHAPTER 3
 METHODOLOGY

Research design:

The researchers will be using a descriptive design since the research is to

determine that the main variables, food preference, characteristics of the foods,

characteristics of the environment, behavioral impact and Demographic profile are

connected to the preference of food of different generation of the people.

Descriptive design is used to gather understand and analyze quantifiable data in

a population given. These numbers can show relations, patterns and over time can be

found using surveys (Heath, 2023). However, as explained by (Bath, 2023), he stated

that Descriptive design is a market research tool that gathers and explained the

demographic nature.

In the middle of pandemic, there are safety protocols and restriction that will limit

the face to face interaction to people. However, online data collection will be used in

acquiring all the data such as questionnaires and surveys that can be accomplish via

online or personal message.

Respondents of the Study

The respondents of the study are Filipino chefs and people who have experience

working on restaurant industry. This are restricted outside other types of restaurant

industry segments. The study requires that respondents must be 18 years old and

above and have experience a minimum of 1 year, in the restaurant industry. These
helped researchers gather information and have in-depth understanding of the scope of

their study. In addition, this helped the study establish credibility and validity.

Researchers determine the sampling size of at least 120-300 respondents.

 C.Heath (2023). What is descriptive research?

- https://dovetail.com/research/descriptive-research/#:~:text=Descriptive

%20research%20can%20be%20quantitative,surveys%2C%20polls%2C%20and

%20experiments.

 A.Bhat(2023). Descriptive Research: Definition, Characteristics, Methods +

Examples.

- https://www.questionpro.com/blog/descriptive-research/

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B. (2019). Gender expression and sexual orientation differences in diet quality

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 Putra, A. N., Anantadjaya, S. P., & Nawangwulan, I. M. (2020). Customer

Satisfaction as A Result of Combination of Food Display & Quality. Manajemen

dan Bisnis, 19 https://www.journalmabis.org/mabis/article/view/439

 Sadilek, T. (2019). Perception of food quality by consumers: a literature review.

https://www.um.edu.mt/library/oar/handle/123456789/40398

 Balkir, P., Kemahlioglu, K., & Yucel, U. (2021). Foodomics: A new approach in

food quality and safety. Trends in Food Science & Technology, 108, 49-57.

https://www.sciencedirect.com/science/article/pii/S0924224420307081

 Nicklaus, S., Schwartz, C., Monnery-Patris, S., & Issanchou, S. (2019). Early

development of taste and flavor preferences and consequences on eating

 behavior. In Nurturing a Healthy Generation of Children: Research Gaps and

Opportunities (Vol. 91, pp. 1-10). Karger Publishers.

https://www.karger.com/Article/Abstract/493673

 Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price perception and

price appearance on repurchase intention of Gen Y: do brand experience and

brand preference mediate? Heliyon, 6(11), e05532.

https://www.sciencedirect.com/science/article/pii/S2405844020323756

 Marques da Rosa, V., Spence, C., & Miletto Tonetto, L. (2019). Influences of

visual attributes of food packaging on consumer preference and associations

with taste and healthiness. International Journal of Consumer Studies, 43(2),

210-217. https://onlinelibrary.wiley.com/doi/abs/10.1111/ijcs.12500

 Van Loo, E. J., Grebitus, C., Nayga Jr, R. M., Verbeke, W., & Roosen, J. (2018).

On the measurement of consumer preferences and food choice behavior: The

relation between visual attention and choices. Applied Economic Perspectives

and Policy, 40(4), 538-562

https://onlinelibrary.wiley.com/doi/abs/10.1093/aepp/ppy022

 Galmarini, M. V. (2020). The role of sensory science in the evaluation of food

pairing. Current Opinion in Food Science, 33, 149-155.

https://www.sciencedirect.com/science/article/pii/S221479932030045X
 METHOD

Research Design
Respondents of the Study
Data Gathering Tool

To gather the data needed, the researchers will be conducting online

questionnaire survey with the use of MS forms for quick and easy access and

calculations. The researchers will adapt its questionnaires to (Hoang, H. C.,

Chovancová, M., & Hoang, T. Q. H. (2022). The theory of planned behavior and food

choice questionnaire toward organic food of millennials in Vietnam. Global Business

Wand Finance Review. This research is closely like what the researchers need. Likert

scale will be used to determine if the respondent highly satisfied, moderately satisfied,

satisfied and dissatisfied in a statement.

Data Gathering Procedure

Researchers utilized online journals like Google Scholar, ResearchGate,

Academia, and other online refereed publications, along with Mendeley, to acquire

related literature that supported this study in order to collect the data required. To have

a more accurate study that backed up their issue, researchers also used more recent

and pertinent literature.

For the purpose of this study, researchers will create a questionnaire through

Microsoft Forms. Researchers will inform the respondents by mailing or sending

consent letters to professionals and other respondents to request voluntarily

participating subjects for the conducted study. Moreover, survey questionnaire will

distribute by the researchers online while they look around the vicinity for random

responses. Additionally, until the intended sample size was attained, recommendations

from peers, associates, and acquaintances. Researchers used a combination of

stratified sampling and snowball sampling to choose their respondents.

Ethical Consideration

The researchers will give study respondents consent letters outlining the aims

and processes of the study so that respondents are aware that their opinions and

comments will be handled carefully with the utmost discretion and privacy. Surveys

conducted online will be distributed by researchers, and according to R.A. Section

10173 of the Data Privacy Act of 2012, which was included, any sensitive or personal

data collected and provided through the survey were used only for the intended

purposes of the study. In addition, there will be a consent letter attached to the

questionnaire informing that atop submitting the survey form, respondents will agree

that the information they give will exclusively for the study. Moreover, the information

and responses that the respondents will give, are no more than the researchers only.
Data Analysis

Frequency and percentage was used to present seafarers' psychographic

profiles as it determined survey results and other data's relative frequency.

Weighted mean and composite mean to identify seafarers' perceptions towards cultural

diversity, organizational commitment, and wellbeing to calculate the average value of

the data by providing different weights to some individual values that reflect the relative

importance of each number averaged.

Moreover, Analysis of Variance (ANOVA) was used to compare the mean difference

among variables to determine significant difference between organizational

commitment, wellbeing, and factors influencing cultural diversity when grouped

according to psychographic profile.

Furthermore, Pearson Correlation tested significant relationship between organizational

commitment and wellbeing which understands the strength of the relationship between

two variables. The level of correlation of this study is significant at the 0.01 level. There

is no reporting of the normality of the data using the Kolmogorov-Smirnov or Shapiro-

Wilk test due here because PLS-SEM has an advantage of doing it (Goodhue, et al.,

2012), there are no distribution issues like non-normal data (Hair, et al., 2019).

Finally, Partial-Least Square or the PLS-SEM using AMOS was used to assess

relationships among organizational commitment and wellbeing and the mediating effect

of factors influencing cultural diversity of Filipino seafarers.