Food Retailing and Young New Zealand Adults: The Case of Moderated Chinese Food

There is a substantial amount of moderated Chinese food in New Zealand. Moderated Chinese food is defined as food that is not authentic Chinese food but is perceived as being authentic. This study looks at the attitudes and perceptions of three ethnic groups, New Zealand Europeans, New Zealand Chinese and overseas Chinese towards moderated Chinese food. The three groups were investigated to see whether there were significant differences in their views towards moderated Chinese food. A significant difference was found in terms of the groups’ views towards the food being moderated Chinese food. The implications of this research are that moderated Chinese food is being produced and sold to three different segments of people. The food industry needs to address this issue to be able to grow the segment for moderated food in New Zealand.