Influence of customers' need for uniqueness on memorable temple food experiences, subjective well-being, and behavioral intentions: Moderating role of health consciousness

Temple food is a unique culinary tradition rooted in history and culture, offering customers a distinctive experiential value. This study investigates how customers’ need for uniqueness influences memorable temple food experiences, subjective well-being, and behavioral intentions. Additionally, the study examines the moderating role of health consciousness in the relationship between subjective well-being and behavioral intentions. A total of 350 responses were collected from individuals with temple food experience, and 332 valid responses were analyzed using confirmatory factor analysis and structural equation modeling. The results show that the need for uniqueness has a significant positive effect on memorable temple food experiences, and subjective well-being significantly influences behavioral intentions. However, cultural knowledge did not show a significant impact on subjective well-being. Health consciousness was found to moderate the relationship between subjective well-being and behavioral intentions. These findings provide both theoretical and practical implications for developing marketing strategies that emphasize the differentiated value and health-related benefits of temple food. In addition, temple food aligns with the growing global trend of vegetarianism and presents strong market potential. By repositioning it as a healthy, vegetarian-oriented culinary culture rather than limiting it to traditional Korean food, businesses can effectively appeal to health-conscious consumers worldwide.