Nutritional status, self-identification as a traditional food consumer and motives for food choice in six European countries

Abstract

Purpose – The aim of the study is to analyse whether self-identifying as a traditional food consumer is associated with obesity or overweight, and to investigate the motives for consuming traditional food among people with normal weight, overweight and obesity. Design/methodology/approach – Cross-sectional data were collected through a pan-European consumer survey (n=4,828) with samples representative for age, gender and region in Belgium, France, Italy, Norway, Poland and Spain. Data analyses included multivariate logistic regressions and a multi-group structural equation modelling analysis. Findings – Individuals with overweight or obesity attach more importance to weight control when purchasing food, and tend to self-identify themselves more as consumers of traditional foods. Among individuals with obesity, importance attached to the natural content of food is directly associated with traditional food consumption, and importance attached to sensory appeal in food choice is indirectly associated with self-identification as a traditional food consumer. Among individuals with normal weight, importance attached to healthiness in food choice associates negatively with self-identification as a traditional food consumer. Originality/value – This study provides a unique approach for testing the motives for consuming traditional food among people with different nutritional status, particularly with normal weight, overweight and obesity. The strength of this paper pertains further to its international scope and large representative data set.