CULTURAL VALUES INFLUENCING CONSUMER INTEREST IN TRADITIONAL CULINARY FOODS

Traditional culinary foods represent more than sources of nutrition; they are important expressions of cultural identity, family traditions, community memory, local knowledge, and social belonging. In an increasingly globalized food environment, consumers are exposed to international cuisines, processed foods, fast-food products, and digitally promoted food trends. Despite these changes, traditional foods continue to attract consumers because they provide cultural familiarity, emotional attachment, authenticity, sensory satisfaction, and connections with family and community traditions. This study examines the cultural values that influence consumer interest in traditional culinary foods, with particular attention to cultural identity, family influence, authenticity, heritage, social belonging, traditional preparation methods, local ingredients, and intergenerational knowledge. Recent studies indicate that consumers often associate traditional foods with authenticity, cultural identity, local place, and meaningful consumption experiences. Research has also shown that cultural familiarity can influence perceptions of authenticity and liking, while attachment to tradition and local identity can contribute to local-food purchasing behaviour.The proposed study adopts a quantitative research approach and descriptive-correlational research design. Data may be collected from consumers through a structured questionnaire using a five-point Likert scale. The study focuses on examining relationships between cultural values and consumer interest in traditional culinary foods. The research is expected to demonstrate that cultural identity, family traditions, perceived authenticity, social influence, and attachment to culinary heritage are important dimensions associated with consumer interest. The study may contribute to food-service businesses, culinary entrepreneurs, tourism organizations, cultural institutions, and policymakers seeking to preserve traditional food practices while responding to contemporary consumer expectations.