Consumer Attitudes Towards Convenience Food Usage: Exploring the Case of São Paulo, Brazil

Abstract

The goal of the present study is to assess the impact of attitudinal and sociodemographic variables and resources restriction (time, effort and income) on convenience food usage, mediated by customer convenience orientation. The study was conducted in the state of São Paulo, Brazil. 1391 participants completed an online questionnaire designed to evaluate convenience food usage, attitudinal and sociodemographic variables. Data were analyzed through structural equation modeling by blockwise comparison technique. The results showed that convenience food usage was directly affected by convenience orientation towards the meal planning, kitchen setup and cleaning up stages, and was driven by time and budget perception, both directly and indirectly (as mediated by convenience orientation). Health consciousness and cooking enjoyment showed a negative impact on the usage of these products. The convenience food market in Brazil has a large growth potential, especially if new products take into consideration palatability and nutritional quality.