Motives for food choice: a comparison of consumers from Japan, Taiwan, Malaysia and New Zealand

Abstract

With increasing emphasis on understanding consumer preferences in export markets, particularly in Asia, there is a need to determine those factors that influence food choice in other cultures. The Food Choice Questionnaire (FCQ), which assess the relative importance of nine factors thought to be important motives in food choice: Health, Mood, Convenience, Sensory Appeal, Natural Content, Price, Weight Control, Familiarity, and Ethical Concern, was administered to groups of female consumers in Japan, Taiwan, Malaysia, and New Zealand. The Food Neophobia Scale was also administered in New Zealand, Taiwan and Japan. There was agreement between Taiwanese and (ethnically Chinese) Malaysian consumers in the most important food choice factors: Health, Natural Content, Weight Control and Convenience. In contrast, Price was most important for Japanese consumers and Sensory Appeal for New Zealand consumers. Familiarity was rated as least important by all countries, and Ethical Concern was also considered unimportant by all countries except Japan, where it was rated as relatively important. Older consumers generally gave higher ratings. Differences between consumer groups were also shown in the degree of neophobia. These data are important in demonstrating differing motives for food choice cross-culturally, and also provide indications of which food claims may be useful in promoting choice in the countries studied.