... traditional food healthier than western junk food. Korean customers incorrectly assume soy meat burgers have fewer calories and sodium than regular burgers. Thus, this study explains Korean consumers' food health misconceptions related to paradoxical consumption. Kwangmin Park is the corresponding author...

...) . In comparison to average Chinese consumers, more affluent Koreans may avail themselves of diverse cultural and consumption choices afforded by globalization. Therefore, are Korean consumers more cosmopolitan and less ethnocentric than the Chinese? To the best of our knowledge, no study has investigated how...