Food consumption and marketing: turning toward Asia

Purpose – The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing. Design/methodology/approach – This editorial discusses the mutually recursive relationship between food and culture in Asian markets, offers an integrative summary of the special issue and develops several key themes for future research. Findings – Food consumption plays a central role within Asian cultures and markets. Thus, understanding Asian perspectives and contexts provides an important complement and contrast to current theories of food consumption and marketing that have been primarily sited in North American and European contexts. In particular, the complex multiplicity of Asian consumer cultures creates dynamic heterogeneity within Asian food markets. Research limitations/implications – Although food consumption plays a central role in Asian consumer cultures, extant theory regarding Asian food consumption and marketing is still in its infancy. We highlight important developments in this area that suggest a path for future work. Originality/value – The authors make three contributions to the literature on food consumption and marketing. First, while engaging with these questions, this issue points to the importance of Asian cultural perspectives into the marketing literature on food consumption. Second, through the articles of this special issue, we trace the relationships between food consumption practices, marketing practices and cultural multiplicity in Asian contexts. Finally, we draw the threads together to provide directions for future research in this area.