Japan and korea cuisine war in a muslim- majority country: The intention of muslim customers to consume foreign food

The aim of this study is to examine how country image and subjective knowledge influence customers’ atti-tude and intention to try foreign foods in halal restaurants. The analysis was conducted by applying structural equation modeling using a sample consisting of 320 Muslims in Indonesia. The sampling method used was non-probability sampling. Results indicate that, even though country image and subjective knowledge about the food influence customers’ attitude and intention to try foreign food, it is subjective knowledge that has a stronger influence than the former factors. The managerial implications of these results, particularly for the restaurant entrepreneurs and local government, are discussed herein. The study empirically tests whether the country image of non-Muslim-majority countries and subjective knowledge still play a significant role in affecting the Muslim consumer’s decision to consume foreign food.