Food Choice Motives Research Articles

Sociodemographic Variations in Organic Food Consumption and Food Choice Motives among Malaysian Adults: A Study between Organic and Non-Organic Food Consumers

Sociodemographic Variations in Organic Food Consumption and Food Choice Motives among Malaysian Adults: A Study between Organic and Non-Organic Food Consumers

Insect-Based Foods: A Preliminary Qualitative Study Exploring Factors Affecting Acceptance and New Product Development Ideas through Focus Groups

While insect-based foods could contribute towards sustainable protein consumption and production, their successful adoption relies largely on consumer acceptance. This case study aims to explore factors affecting acceptance and to identify the insect-based foods that participants would like to be developed and introduced to the market. Three focus groups incorporating optional tasting sessions of insect-based foods were conducted in Ireland, a country where these foods were unavailable at the time of the study. Findings showed that before the tasting sessions, public opinion, portion size comparisons (insects vs. meat), and witnessing entomophagy-related disturbing experiences through television were some of the factors that negatively influenced acceptance. Lack of availability in Ireland was the main factor that hindered consumption among participants willing to consume these foods. Participants’ usual food choice motives, sensory attributes, and inclusion percentages of insects in food were some factors which affected acceptance following the tasting sessions. A variety of insect-based foods was suggested for product development, which were mostly components of a main meal. The findings of this study could give an initial indication of product ideas that could be explored further for product development in regions where insect-based foods are not readily available on the market. These findings could contribute to future studies that would aim to build quantitative tools.

Are meat alternatives a moral concern? A comparison of English and Japanese tweets

Meat alternatives, such as soy-based meat substitutes, are gaining attention as possible solutions for the negative effects of increased meat consumption on human health, the environment, and animal welfare. Our study indicates that the public interest in these alternatives is evolving into a moral concern, influencing both societal shifts and marketing approaches. Using longitudinal data from Twitter (now known as X), we analyzed spontaneous conversations on meat alternatives in both English and Japanese. We identified keywords reflecting food choice motivations and we assessed their prevalence in the tweets. Drawing on Moral Foundations Theory, we detected a shift in the moral language associated with conversations about meat alternatives. While both English and Japanese tweets showed a noticeable shift in consumer interest in meat alternatives driven by moral concerns for the environment and animals, the degree of moralizing was more pronounced in English. Our study provides empirical evidence of a decrease in emphasis on sensory appeal, such as taste (a significant factor in previous studies), and a growing dominance of moral considerations. For future marketing campaigns, it would be advantageous to highlight not only the taste and health benefits but also the ethical dimension, in order to resonate with consumers.

Motives for food choice among young students amid the rapid urbanization in Lao PDR

The Lao People’s Democratic Republic is experiencing rapid economic growth. Urban youth are increasingly opting for energy-dense, precooked foods that are high in fat. Access to wild and natural food resources, which traditionally provided dietary diversity, has become difficult in urban areas. This change in the food environment has coincided with an increase in overweight and obesity rates. This study aimed to apply and adapt the Food Choice Questionnaire (FCQ) to investigate the food choice motivations of young students residing in rapidly urbanizing areas of the Lao People’s Democratic Republic, namely Vientiane, Luang Prabang, and Pakse. The original English version of the FCQ was translated into Lao and then back-translated to ensure validity. Data were collected in May and June 2022 from students from the National University of Laos and teacher training centers (n = 512). Exploratory factor analysis was conducted on 47 items (33 from the original FCQ and 14 new items) to adapt the FCQ to this population. The analysis revealed five factors, comprising 33 items, accounting for 43.5 % of the variance. These factors were labeled “cleanness/hygiene,” “price/convenience,” “health,” “appearance,” and “weight control.” The first factor and most important motivation was cleanliness/hygiene. “Cleanness/hygiene” had the highest mean score (6.32; standard deviation: 0.63). Cronbach’s α values for all five dimensions were satisfactory. Test–retest results generally showed a satisfactory correlation, with Spearman’s ρ above 0.6. Female students had higher mean scores across all subscales: “Cleanness /Hygiene:” male 6.24, female 6.34 (p = 0.12); “Price/Convenience:” 5.76, female 5.85 (p = 0.03); “Health:” male 5.85, female 6.14 (p = 0.045); “Appearance:” male 5.21, female 5.39 (p = 0.03); “Weight Control:” male 5.12, female 5.50 (p 0.01). In conclusion, the FCQ was successfully adapted to enable future research to assess the food choices of Laotian youth.

Prevalence of inadequate fruit and vegetable consumption and associated food choice motives among adults in an urban population in Kerala.

Existing literature does not account for food choice motives associated with the non-communicable disease risk factor of an unhealthy diet, primarily characterised by inadequate fruit and vegetable consumption, among adults residing in Kochi Municipal Corporation. Our study aims to measure the prevalence of inadequate fruit and vegetable consumption in this urban population and to identify priority food choice motives among individuals at risk. A community-based cross-sectional study was conducted among 300 adults (mean age 46 years, men 50%) selected by cluster sampling. Information on socio-demographic variables, diet, and food choice motives was collected through a pre-tested structured interview schedule. Binary logistic regression analysis was done to identify factors associated with inadequate fruit and vegetable consumption. In our study, 86% (95% CI: 82.07-89.93) of participants reported inadequate fruit and vegetable consumption. The food choice motives of "price" [aOR 2.99, 95% CI: 1.32-6.78], "health" [aOR 2.56, 95% CI: 1.08-6.24], and "sensory appeal" [aOR 2.20, 95% CI: 1.06-4.56] were found to be significantly associated with inadequate fruit and vegetable consumption per day (P < 0.05). The high prevalence of inadequate fruit and vegetable consumption in this urban community necessitates targeted and comprehensive educational campaigns that highlight the health benefits and sensory appeal of fruits and vegetables, as well as the affordability of seasonal produce, to ensure adequate intake of these foods.

The role of vegetarianism, gender, and food choice motivations on vegetable intake among university students

Objective: This study investigated collegians’ (N = 466) vegetable consumption as a function of their food choice motivations, gender, and dietary habits. Method: Vegetarians and vegans (veg*ns, n = 94, 60% women), occasional meat eaters (n = 90, 66% women), and omnivores (n = 282, 43% women) completed the Food Choice Questionnaire and reported frequency of vegetable consumption. Results: Veg*ns consumed vegetables more frequently than omnivores and occasional meat eaters. Veg*ns’ and occasional meat eaters’ food choices were more motivated by natural content, health, and ethics, and less motivated by familiarity compared to omnivores. Women were more motivated than men by weight control. Health concerns predicted vegetable consumption for all dietary groups. Additionally, familiarity predicted veg*ns vegetable consumption, whereas mood, natural content, and convenience predicted omnivores’ vegetable consumption. Conclusions: Individual differences in dietary habits and food choice motivations should be considered when designing strategies to promote healthful diets for university students.

Norwegian consumers’ willingness to try food made from insects: The role of trust, food choice motives and OCEAN personality traits

Entomophagy, the consumption of insects, may reduce the negative health and environmental impacts of meat. As one of the novel protein alternatives expected to replace conventional meat consumption, its success will depend on consumer acceptance. To investigate the consumer acceptance of entomophagy, three rounds of a Norwegian survey with 8633 useable responses conducted in 2019/2020, 2021/2022, and 2023/2024 were used. Generalized structural equation modelling was used to test the developed hypotheses. The direct effects of trust, food choice motives, and OCEAN personality traits were investigated. The mediating effects of food safety concerns on the relationship between trust and willingness to try (WTT) food made from insects were also investigated. Social trust and trust in food authorities were positively associated with WTT. No association was found for trust in retailers. Negative associations were found between the effects of social trust and trust in food authorities on food safety concerns, and food safety concern was also a significant mediator. Respondents who emphasized environmental friendliness, health, and novelty were more willing to try, and those who emphasized natural ingredients and familiarity were less willing. Openness was positively associated with WTT, while conscientiousness, extraversion, and agreeableness had a negative association. Gender, education, age and urban living were also found as significant moderators in some paths. The findings of the study imply the need to foster trust among consumers and to emphasize the environmental and health benefits of entomophagy while focusing on increasing consumer familiarity and use of natural ingredients. Personality-focused marketing strategies may also be implored to target consumers high in openness and low in conscientiousness, extraversion, and agreeableness.

A qualitative exploration of food choice motives of urban indigenous food gatekeepers in Fiji: Implications for the use of the food choice questionnaire

Pacific Island Countries (PICs) have exceptionally high rates of obesity and non-communicable diseases. The causes are complex but one prominent factor is the notable shift from traditional plant and seafood diets to diets high in unhealthy processed foods. Literature is sparse on the motives behind food choice decisions of Pacific Islanders. The widely used Food Choice Questionnaire (FCQ) (Steptoe et al., 1995) is a multi-dimensional tool capturing nine potential food choice motives. This study used a hybrid thematic analysis. Fourteen in-depth semi-structured interviews with urban indigenous Fijian mothers were conducted to (1) explore how the nine FCQ motives impact food choice (2) to examine conceptual equivalence of the nine FCQ motives and (3) to identify additional food choice motives, not captured in the FCQ. Mothers identified seven of the nine FCQ motives (i.e., health, mood, convenience, sensory appeal, weight control and familiarity) and three new food choice motives (i.e., food that is filling, religious dietary restrictions and food quality) as important determinants of food choice. Moreover, while choosing foods that promote health and well-being was identified as an important food choice motive, mothers also identified four other motives, that they considered important, which lead to over-eating and unhealthy eating. Food choice is a complex, layered decision, driven by multiple considerations, some more important than others. These findings can inform diet-related interventions and policy within this community. Adapting the FCQ for broader PIC use through further qualitative exploration in PICs, and validating the adapted FCQ with larger samples will enhance its utility in measuring food choice motives in PICs.

Intersecting perspectives: Advocating for sustainable family meals across generations

Adolescents in Germany eat fewer animal products than their parents, often for sustainability reasons. We investigated how adolescents differ from their parents' generation in sustainability food-choice motives, consumption of animal products, and corresponding behaviors such as advocating for and influencing decisions towards more sustainable family meals. In an online questionnaire, an educationally diverse sample of 500 adolescents (M = 17.9 years, range = 15–20) and 500 adults of their parents' generation (M = 52.2 years, range = 45–60) reported food-choice motives, their own and their family's diet style, how they advocate for sustainable food decisions at family meals (e.g., less meat), and how they influence different steps in family meal planning (e.g., grocery shopping). The two generations did not differ in sustainable food motives and mean consumption frequency of meat and animal products, but adolescents reported three times more often than their parents' generation to never eat meat. At shared family meals they advocated for eating plant-based substitutes (d = 0.27, p < 0.001) and other animal products (β = −0.15, p = 0.02) more often than their parents' generation, but not for eating less meat. Adolescents advocated more frequently for sustainable food decisions at shared meals the more important sustainability motives were to them (β = 0.53, p < 0.001), and the less meat (β = −0.35, p < 0.001) and fewer other animal products (β = −0.11, p = 0.015) they consumed. Adolescents motivated towards sustainability have the potential to impact the family's dietary choices through reverse socialization processes. These findings challenge current theories that suggest only parents influence their children, neglecting the role of adolescents as potential agents of change for improved family and planetary health.

Validation of the food inflation impact on consumer behavior scale: a comparative measurement instrument with focus on food security

This study aimed to compare the change in consumer behaviour in the face of high inflation with respect to food security in the Turkish population by developing a 3-factor The Impact of Food Inflation on Consumer Behaviour (IFI-ConB) scale. Item generation and expert evaluation, item purification by preliminary application, and final administration were conducted. The moderate to severe food insecure individuals exhibited a higher inflation impact score on food consumption patterns, food shopping behaviours, and food purchasing motives factors compared to secure to mild insecure individuals. A positive correlation was found between the inflation impact score by IFI-ConB and the price motive for food choice. The primary food choice motive was health among the secure to mild insecure individuals, while for the moderate to severe food insecure individuals, it was price. The findings indicate that food insecure individuals are more affected by high food inflation compared to food secure individuals.

Neuroticism, Negative Emotional States, and Food Choice Motivations: A Perspective From Human Ethology [Conference Presentation Abstract

Neuroticism, Negative Emotional States, and Food Choice Motivations: A Perspective From Human Ethology [Conference Presentation Abstract

Extraversion, Well-being, and Food Choice Motivations: An Evolutionary Perspective [Conference Presentation Abstract

Extraversion, Well-being, and Food Choice Motivations: An Evolutionary Perspective [Conference Presentation Abstract

Application and validation of a Chinese version of the food choice questionnaire (FCQ)

To improve healthier food choice behaviors, it is necessary to investigate individual’s perceived importance of relevant motives involved in food purchase decisions. In this study, the Food Choice Questionnaire (FCQ) was introduced to the Chinese population, and a more robust FCQ version (C-FCQ) containing 26 items loaded on eight first-order factors (Health, Nature content, Weight control, Mood, Familiarity, Sensory appeal, Convenience, Price) and three second-order factors (Composition concerns, Senses and Emotions, Time and Money saving) was obtained. There were 964 Chinese adults (66.49 % female) in this study, and 69 of whom completed a retest two weeks later. The composite reliability of the first and the second-order factors are above 0.7, and the test–retest reliability was 0.849. The C-FCQ was successfully used to compare differences in food choice motivation among Chinese groups with different demographic characteristics. The results showed that there were significant differences in food choice motivations among the different groups, and Sensory appeal, Health, and Price were the most important factors in Chinese residents’ food choices.

Diet quality and associations with motivation and ability to consume a healthy diet among adolescents from urban low-income households in Bangladesh

In low- and middle-income countries, particularly in urban areas, adolescent diets consist mainly of energy-dense and nutrient-poor foods, putting them at risk of malnutrition and non-communicable diseases (NCD). In Bangladesh, little is known about the diet quality of adolescents, their food choices and the drivers of such choices. This study assessed motivations and ability to consume a healthy diet among adolescent girls and boys from low-income urban families and how these drivers were associated with dietary diversity and diet quality. A cross-sectional survey was conducted among 299 adolescents (15–19 years) from low-income households in Dhaka city during September–October 2020. The Diet Quality Questionnaire was used to collect non-quantitative food intake in the previous day or night to calculate diet quality indicators of food group diversity score, % of adolescents achieving minimum dietary diversity, NCD-Protect and NCD-Risk and the Global Dietary Recommendations score. Motivation was measured by 11 food choice motives. Ability was measured by belief in own ability to engage in healthy eating behaviors (self-efficacy). Adolescent diets showed a mean food group diversity of 4.9 out of 10, with 60% of adolescents achieving minimum dietary diversity, but lacked health-promoting foods (average of 2.7 out of 9 food groups) yet included few foods to avoid and limit (1.6 out of 9). Adolescents valued food choice motive ‘safety' the most, followed by ‘health', ‘taste', ‘price', ‘convenience' and ‘local or seasonal'. A higher motivation to consume ‘local or seasonal' and a lower motivation driven by ‘price', and a higher perceived self-efficacy were associated with better diet quality. Future interventions should address self-efficacy, concerns about food price and increase local and seasonal foods availability in the urban poor food environment of Dhaka to improve overall diet quality.

“I find it hard to change poor food habits”: Measuring food choice motives in an emerging economy

Food choices are driven by an array of motives that have been approached, determined and quantified in a number of ways, mainly in developed countries. The objective of this study was to better understand the motives behind food choices in an emerging economy by collecting information from urban people in South Africa in a series of four studies. (1) Items generated through focus group discussions with low, middle and high income participants by Magano et al. (2023) were checked for content and face validity and (2) 123 statements derived from them were evaluated by 621 respondents. After exploratory factor analysis (EFA), 46 statements best representing the motivational space were (3) presented to another group of respondents (n = 259). Here, the EFA resulted in a 31-item, 7-factor food choice questionnaire for emerging economies (FCQ-EE) which was (4) confirmed by a nationwide sample (n = 814) and further refined to an alternative 19-item, 7-factor solution. The emerging factors were: Healthy eating constraints (HEC), Frugality (FR), Emotional eating (EE), Meat appeal (MA), Weather (WE), Quality seeking (QS) and Cooking constraints (CC). Whether used in the 31-item or 19-item format, this set of statements highlights factors underlying food choice in an emerging economy and offers a way to study their importance in similar contexts. Further research is needed to show the extent to which these factors can predict actual food choices.

Role of food choice motives in the socio-economic disparities in diet diversity and obesity outcomes in Kenya.

The increased prevalence of overweight and obesity, along with high diet diversity, is observed among higher socio-economic groups in Sub-Saharan Africa. One contributing factor to these observed variations is food choice motives. However, the role of these motives in explaining the observed differences has not been thoroughly explored in this context. This study investigates whether there are significant differences in food choice motives among socio-economic groups and whether these variations can partly explain the socio-economic disparities in diet diversity and overweight and obesity outcomes. This study utilizes cross-sectional data from four counties in Kenya: Kiambu, Murang'a, Uasin Gishu, and Nakuru. The survey employed a three-stage cluster sample design to gather data using structured questionnaires on food choice motives, diet diversity, and anthropometrics from 381 adults in 2022. The mediating effects of 8 food choice motives (health, mood, convenience, sensory appeal, natural content, price, weight control, and familiarity) were analyzed using the Karlson-Holm-Breen method. The results show that individuals with higher household incomes place greater importance on health, mood, sensory, and weight concerns. The probability of an overweight and obesity outcome increases by 19% for a standard deviation change in the asset score, and by 8% for a standard deviation change in the years of schooling. Sensory motives significantly mediated these relationships. Sensory motives explained 29% of the income-BMI association and 30% of the education-BMI relationship. Higher education was also associated with increased diet diversity (β = 0.36, P < 0.001) mediated by higher health and sensory concerns. The findings suggest significant differences in food choice motives among socio-economic groups, which contribute to outcomes such as overweight and obesity. Therefore, educational and other policies aimed at reducing obesity should also address food choice motives, while considering the disparities among socio-economic segments within populations.

Association between nutrition self-efficacy, health locus of control and food choice motives in consumers in nine European countries.

We investigated associations between food choice motives and psychological determinants of dietary health behaviour change (nutrition self-efficacy, NS-E, and health locus of control, HLoC) among 9381 participants (18-65 years, 49.4% females) from nine European countries. Price was the highest rated food choice motive. Higher importance of all motives was associated with higher NS-E and with higher Internal HLoC. Relationships between food choice motives and External HLoC were also in the expected direction in showing negative associations with Health, Natural Content, Weight Control, Mood and Sensory Appeal. Higher External HLoC was also associated with perceived greater importance of 'external' motives Ethical Concern, Familiarity and Convenience. Relationships between External HLoC and food choice motives were not all in the expected direction. Price was unrelated to External HLoC. Females rated the importance of all motives higher than males. People with less education ascribed greater importance to Price in motivating food choices. Together, these findings imply that self-efficacy and health locus of control should be considered along with motivations for food choice in dietary health promotion.

Impact of Nutritional Education Intervention on Food Choice Motivations and Eating Behaviors Among Latin American University Students

ABSTRACT Background Nutritional interventions can help to develop healthy eating patterns during the transition to university, which is a critical transition for all college students. Purpose This research aims to analyze eating behaviors and food choices through sustainable nutritional education interventions with college students from a multinational university in Latin-America. Methods The nutritional intervention had eight sessions emphasizing lifestyle nutrition patterns. There was an intervention group (n = 85), and a control group (n = 80). This research evaluated the eating behaviors and food choice motivators before and after the intervention. Results The nutrition education interventions showed that the group under intervention improved, changing from unhealthy to moderately healthy habits, whereas the control groups remained in unhealthy eating behaviors. Food choice motivations slightly differ from the two groups after the intervention. Discussion The control group students reflected on their lack of awareness of good eating habits so that current trends could influence their food choices in social networks associated with the pandemic, economic factors, and supply. Translation to Health Education Practice The findings from this research highlight opportunities for Certified Health Education Specialists focused on project development and evaluation.

A sustainable and healthy diet: Personality, motives, and sociodemographics

BackgroundSustainable and healthy food choices have usually been studied by investigating either consumer choices concerning one product or product group. To investigate dietary patterns are more complex but may be more useful to promote dietary changes among consumers. ObjectivesTo identify existing dietary patterns, and to investigate the importance of personality traits, food choice motives, and sociodemographic variables in adopting these patterns. MethodsA food frequency questionnaire and principal component analysis were used to identify dietary patterns. The importance of food choice motives, sociodemographics, and personality traits were investigated by using ordinary least squares. The personality traits were measured by the Big Five model, and food choice motives were measured by a set of twelve food values. ResultsThree patterns were found and labelled as sustainable, traditional, and unsustainable. The sustainable pattern was positively associated with respondents who were younger, married, females, and having higher income and education. It was also positively associated with openness to experience, conscientiousness, and perceived environmental impact, and it was negatively associated with convenience and price. ValueThe results may be used to target consumer groups for information and marketing activities.

Women’s Perception and Readiness regarding Adoption of A Healthy and Sustainable Diet: A Cross-Sectional Study in Enugu City, Nigeria

Background: There is little knowledge about healthy and sustainable diets (HSDs) in Africa. This study assesses women’s readiness to adopt HSDs and its associated factors in Enugu, Nigeria. Methods: This was a cross-sectional household survey in 2021, which assessed women’s (n =450) food choice motives, perceived benefit, and readiness to adopt HSDs. The diets were categorised as pre-contemplation and contemplation (PC/C), preparation and relapse (P/R), and action and maintenance (A/M) stages. Odds ratios (OR) were generated using multinomial logistic regression. Results: Almost 57% of the women perceived HSD to be of high benefit. About 19%, 21%, and 60% of the women were in the PC/C, P/R and A/M, respectively. Low perceived benefit (OR=4.30, 95%CI: 2.30-8.05, P&lt;0.001), low health concern (OR=6.35, 95%CI: 2.53-15.93, P&lt;0.001), low education (OR=2.75, 95%CI: 1.39-5.44, P=0.004), and age &lt;35 years (OR=2.48, 95%CI: 1.02-6.07, P=0.046) predicted being in the PC/C stage. Low perceived benefit (OR=2.75, 95%CI: 1.63-4.63, P&lt;0.001), low health concern (OR=5.35, 95% CI: 2.40-11.92, P&lt;0.001), low level of education (OR=1.90, 95%CI: 1.05-3.42, P=0.033), and being poor (OR=2.90, 95%CI: 1.05-7.97, P=0.039) predicted being in the P/R stage. Being &lt;35 (OR=0.50, 95%CI: 0.28-0.87, P=0.014) and having low taste consideration (OR=0.29, 95%CI: 0.12-0.72, P=0.008) predicted being in the A/M stage. Conclusions: Readiness to adopt HSDs needs to be improved in Enugu, Nigeria. For this purpose, respective nutrition education interventions might be implemented regarding progress in HSDs.