Attachment and fanaticism: Gen Z’s intentions consumption towards Korean food in the Hallyu era

Abstract

Purpose This study aims to examine how psychological factors influenced by the Korean wave (Hallyu), specifically idol attachment and fanaticism, influence the opinions and intentions of Malaysian Gen Z consumers to consume Korean food. Within the framework of planned behaviour theory, it integrates theories of attachment and cultivation. Design/methodology/approach A Google form was used to distribute the surveys to 523 respondents. The study’s target groups are specifically Malaysian or local consumers who enjoy Korean food and are in the 18–27 age range (Generation Z). The relationships between latent variables were investigated using structural equation modelling, or SEM. Findings This study found that idol attachment and fanaticism have a significant impact on consumers’ perceptions of Korean food, which in turn influences their intention to consume it. On the other hand, attitude acts as a mediator and has little direct influence on intention. Subjective norm and perceived behavioural control may be powerful predictors of intention to consume Korean food through attitude as a mediator. This study also shows that subjective norms and perceived behaviour control are strong predictors. Research limitations/implications By relating food choice to parasocial relationships and emotional drives, this study advances our understanding of media-induced consumer behaviour. It provides strategies for using media representations and idol endorsements to promote Korean food internationally. Originality/value To the best of the author’s knowledge, this study is a few of the first to examine the effects of cultural exposure from Hallyu media and psychological identification with idols on food consumption in a non-Western, Muslim-majority environment. It offers fresh perspectives on Gen Z consumer behaviour and cross-cultural marketing.

The authors' abstract, as published at the source. Young Consumers Insight and Ideas for Responsible Marketers, 2026 · DOI ↗