The influence of social media platforms on intentions to prepare regional dishes: The case of Kastamonu

In recent years, social media has become deeply embedded in the daily lives of billions worldwide. Among its affordances, it has facilitated the popularization of previously underrecognized regional cuisines, the diffusion of foods across cultures and regions, the sharing of recipes, and the proliferation of food photography. Consequently, the question of social media's influence on regional food culture has elevated the importance of examining individuals' perceptions and behaviors regarding culinary traditions. The aim of this study is to assess whether attitudes, subjective norms, and perceived behavioral control influence individuals' intentions to prepare regional dishes through social media platforms. To this end, a research model was developed following a review of the extant literature. Perceptions related to the model's constructs were measured via an online survey. The sample comprised 400 participants residing in Kastamonu, a province noted for its rich and diverse regional culinary heritage. Data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) with the SPSS and AMOS software packages. The findings indicate that the proposed model is supported and the hypothesized relationships are confirmed. In line with the theory of planned behavior, attitudes, subjective norms, and perceived behavioral control exert statistically strong, significant, and positive effects on the intention to prepare regional dishes. These results are expected to provide meaningful contributions to both academia and industry.