On being a foodie: Food literacy, involvement, and disgust

Abstract

Foodies, despite representing a significant and important consumer segment globally, are not well characterized in the scholarly literature. In this study we examine the association between foodiness and food literacy, involvement, and disgust; factors known to mediate several dimensions of food behaviour. A sample of 617 Canadian youth (18–25 yrs.) completed a 25-item food literacy scale, the 8-item Food Disgust Scale (English version), and the Food Involvement Scale. Foodiness and foodie status (foodie or non-foodie) were determined using the modified Foodie Index. Results show that foodies (n = 204) are more food literate overall than non-foodies (n = 203) (Kruskal-Wallis H test), and score higher across all five subscales. They also have a higher level of general education attainment (Chi-square test). Unexpectedly, foodies also display higher food disgust than non-foodies (Kruskal-Wallis H test). We also show that the foodie construct is more complex than and qualitatively distinct from food involvement. Our findings should assist food marketers and retailers in market segmentation initiatives, and in aligning their products and services with the features and needs of those segments. Additionally, we discuss implications for education and policy strategies aimed at improving food literacy, and identify future research needs.