Food Choice Questionnaire and PLS‐Path modeling as tools to understand interest in low sugar products

Abstract

AbstractThe objective of this research was to develop a model using Partial Least Squares‐Path modeling (PLS‐PM) to explain the whole set of relationships between Food Choice Questionnaire (FCQ) constructs of interest in low sugar products being mediated by the construct Health. The results showed Sensory appeal as the most important construct for consumers, followed by Price and Health. PLS‐PM revealed the constructs Weight control, Natural content, and Mood, when mediated by Health, as having a direct effect on the importance given by consumers to foods low in sugar. This study also confirms differences in interest in low sugar products among consumers due to gender. Linking to the PLS‐PM, it can be concluded that women (all ages) give more value to foods low in sugar and are concerned about their bodies, food composition and the influence of food on their emotions.Practical applicationsSugar consumption has increased worldwide significantly over the past 50 years, which is related to the increase in numerous chronic non‐communicable diseases. The World Health Organization (WHO) strongly recommends reducing the consumption of free sugars throughout life. The Brazilian government announced an agreement with the national food industry to reduce sugar in industrialized food products by 2022. It seems to be a viable and low‐cost solution to quickly reduce the consumption of sugar in a population. Understanding the reasons related to food choices can be a useful tool for understanding the eating behavior of a population, helping to develop interventions and communication campaigns to promote healthier diets. In addition, the use of PLS‐PM arose as an important tool to explain relationships between FCQ constructs.