A Study on Chinese Food Consumption Intentions in Hungary Based on the Theory of Planned Behavior

Abstract

This study examines Hungarian consumers’ purchase intention toward Chinese cuisine based on the Theory of Planned Behavior (TPB). A quantitative approach was used, and data were collected through an online questionnaire with 202 valid responses. The data were analyzed using SPSS, including descriptive statistics, reliability analysis, correlation analysis, and regression analysis. The results show that consumers generally have positive attitudes toward Chinese cuisine and a relatively strong intention to consume it. Perceived behavioral control was found to have the strongest influence on purchase intention, while attitude also had a significant effect, but subjective norms were not significant. Overall, the findings suggest that Chinese cuisine is well integrated into the Hungarian market, and consumer decisions are mainly driven by practical factors rather than social influence.