Influence of Context on Motives Underlying Food Choice

Beyond Reality: Exploring the effect of different virtual reality environments on visual assessment of cakes

Visual assessment triggers physiological, emotional, and cognitive responses in consumer behavior. This confluence of signals can be influenced by context, which plays a crucial role in eating behavior. The strategies used to evoke scenarios that enhance ecological validity in sensory experiences have evolved in the last years to include immersive technologies and virtual reality (VR) to simulate the complexity of the real world and predict consumer preferences. This study explored VR's effect on visual liking and hedonic responses of five virtual cakes in two virtual contexts designed with advanced 3D modeling and photogrammetry techniques to ensure high realism and immersion. Although the virtual contexts themselves did not impact liking ratings, the variables "context-cake," "age," and "subjective hunger" had a significant effect on the visual liking of cakes. A Check-All-That-Apply (CATA) questionnaire showed significant differences in responses for various terms related to the intrinsic and extrinsic characteristics of the five cakes. Finally, the internal preference map separated two consumer patterns of visual liking: traditional versus innovative.

Personal values, motives, and healthy and sustainable food choices: Examining differences between home meals and restaurant meals

People are increasingly eating out in restaurants, where meals tend to be higher in calories, less nutritious, and contain more meat. In this paper, we argue that differences in the motivational processes underlying people's food choices could help to explain why food choices made in restaurants are typically unhealthier and less sustainable than at home. Using online survey data from 301 Dutch participants, we compared the influence of stable personal values and transient food choice motives on the healthiness and sustainability of meals chosen in a hypothetical choice task, which was geared to the home and restaurant consumption contexts. As expected, participants opted for unhealthy and meat-based meals more often in the restaurant than the home context. Conservation values related negatively and self-transcendence values positively to choosing sustainable meals both in the home and in the restaurant context, although the relation with self-transcendence values was significantly weaker in the restaurant context. Also, taste and social eating were considered more important for choosing restaurant meals, while health was a more important motive for food choices at home. Finally, model comparisons revealed that motives were better predictors of healthy meal choices in both contexts, while the influence of values and motives on sustainable meal choices was more similar. In conclusion, the results from the present study enhance our understanding of differences between choosing home and restaurant meals by providing an account of the values and motives associated with the healthiness and sustainability of home and restaurant meal choices.

The Influence of Consumption Context on Indulgent Versus Healthy Yoghurts: Exploring the Relationship between the Associated Emotions and the Actual Choices

This work examines the associated emotions of consumers transmitted from extrinsic attributes (fat-related nutrition claims (full-fat, low-fat, and fat-free) and ingredient features (plain, berries, and double chocolate chunk)) labelled on yoghurt packages. It differentiates by consumption context (health versus indulgent) at the time of the survey and studies the relationship between the associated emotions (e.g., positive versus negative) attached to extrinsic attributes and the actual choices. The research was conducted in the Netherlands in 2019, with 209 regular consumers of yoghurt. Participants were divided into two treatments according to each consumption context and a control group (no context); they were instructed to imagine purchasing yoghurt to consume it as a healthy snack or as a dessert or received no instructions. After choosing their preferred option from a discrete choice experiment, participants indicated how the choice made them feel from a list of emotions. The results revealed significant differences between positive emotional profiles for choosing healthy (low-fat) yoghurts with berries and negative profiles for choosing less healthy alternatives (full-fat) with double chocolate chunk sensory features. The findings from a random parameter logit model showed that participants who continuously chose the same type of yoghurt in all choice tasks selected mostly positive rather than negative emotions. The overall findings suggest that the associated emotions affect yoghurt choices. However, the emotions were mainly affected by the consumption context.

The Impact of Both Individual and Contextual Factors on the Acceptance of Personalized Dietary Advice

(1) Background: The aim of the current study is to investigate which between- and within-person factors influence the acceptance of personalized dietary advice. (2) Methods: A repeated measurements design was used in which 343 participants (M (SD) age = 48 (17.3), 49% female) filled out a baseline survey and started with nine repeated surveys. (3) Results: The results show that the acceptance of personalized dietary advice is influenced by both within-person and between-person factors. The acceptance is higher at lunch compared to breakfast and dinner, higher at home than out of home, higher at moments when individuals have a high intention to eat healthily, find weight control an important food choice motive and have a high healthy-eating self-efficacy. Moreover, the acceptance is higher when individuals do not see the eating context as a barrier and when individuals believe that personalized dietary advice has more benefits than risks. (4) Conclusions: Future behavioral interventions that use personalized dietary advice should consider the context as well as individual differences.

Fresh-Cut Salads: Consumer Acceptance and Quality Parameter Evolution during Storage in Domestic Refrigerators

Ready-to-eat fresh-cut salads (RTESs) are fresh-cut vegetables that have been minimally processed and remain alive until consumption. A survey with 297 respondents was performed, showing that most respondents consumed RTESs composed of various vegetables once or twice a week. The most important items for consumers’ RTESs purchasing intention were the expiration date and the absence of exudates and brown and dehydrated leaves, while after storage in domestic refrigerators, the most important item for consumption refusal was the presence of strange odours. On the other hand, among the non-consumers of RTESs, the most important reason for not buying this kind of produce was the use of plastic packaging. Microbiological analysis of RTESs (composed of corn salads, radicchio and escarole leaves) showed that moulds, yeasts and psychrophilic aerobic microflora remained unchanged from buying to the expiration date, while increases occurred in mesophilic aerobic microflora, although all of them were within safety levels for consumption even after 4 days of the expiration date. Finally, total phenolics and antioxidant activity were higher in corn salads followed by radicchio and escarole leaves, and generally, no significant changes occurred in the bioactive compounds of RTESs during storage in domestic refrigerators.

Healthy eating strategies: Individually different or context-dependent?

Individuals can apply different healthy eating strategies to help them make healthy eating choices. Previous research showed that individuals differ in their preferred strategy, but also that a mix of strategies is often applied by a single person across contexts. The current research investigated the extent to which differences within an individual across contexts (i.e., meal moments, social environment and physical environment) predicted openness to healthy eating strategies in addition to personal predictors that differ between individuals (i.e., intrinsic motivation, self-efficacy, physical opportunity and social opportunity). A representative sample of the Dutch adult population was recruited (N = 892). The within-individual (contextual) predictors were measured nine times just before a meal moment over a period of three weeks, by means of a smartphone application. The between-individual (personal) predictors were administered with a baseline questionnaire. Exploratory factor analysis distinguished three healthy eating strategies: Increasing healthy foods, Limiting unhealthy foods and consuming Light products. A random intercept model, in which within-individual predictors and between-individual predictors were entered successively, showed that context matters for openness to all three strategies, but is most important for increasing healthy foods and least important for light products. Individuals are most open to increase healthy foods at dinner as compared to breakfast, whereas the opposite is true for limiting unhealthy foods and consuming light products. Eating at home is beneficial for openness to all three strategies and eating with others positively influences openness to increase healthy foods but has no effect on the other strategies. Insights gained from this research increase our understanding of an individual's openness to apply healthy eating strategies.

Is it possible to obtain food consumption information through children's drawings? Comparison with the Free Listing

The aims of this research were 1) to study the children's drawings to obtain scientific information about food consumption; 2) to compare this method with an existing one (Free Listing); and 3) to compare fruits- and vegetables-consumed by children of different cultural groups within a same country. Children (n = 105) from two Argentinian cities (Salta in the northwest and 9 de Julio in the Pampean region), reported the fruits and vegetables they consumed, with the Free Listing and the new Free Drawing methods. Contingency tables were built and cognitive saliency indexes (CSI) were calculated. Children evoked 57 fruits and 54 vegetables by both methods, which were then grouped into 31 fruit and 27 vegetable categories. The advantages and limitations of the methods are discussed. Throughout Free Drawing, each food was defined by its name, shape and colour, which allowed better discrimination between varieties. Children from Salta reported consuming more fruits (63.7%) and vegetables (68.6%) than those from 9 de Julio (p < 0.05). Differences between cultural groups were found in 10 fruits and 7 vegetables, mentioned more frequently in Salta, where regional crops arose principally by Free Listing. The CSI did not depend on the method used but, for vegetables, they were affected by the cultural group. The fruits with the greatest CSI were banana and apples followed by orange (CSI≥0.19). Tomatoes, carrot and pumpkins showed the highest CSI in 9 de Julio; while carrot, tomatoes, varieties of lettuce and potatoes had the highest CSI in Salta (0.17 ≤ CSI≤0.33). Free Drawing is a qualitative alternative to study food consumption in children populations through a fun activity without the need for assistants.

The habitual nature of food purchases at the supermarket: Implications for policy making

Supermarkets have become the most important provider of food products worldwide. However, empirical evidence about how consumers make their food purchase decisions in this environment is still scarce. The present field study aimed to: i) explore how people make their in-store food purchases, and ii) identify the information they search for when making those purchases. Consumers (n = 144) were intercepted when entering the facilities of three supermarkets in two Uruguayan cities. They were asked to wear a mobile eye-tracker while they made their purchases as they normally do. The great majority of the consumers bought at least one food product or beverage (92%) and, on average, examined products from 2.8 sections. In total, they investigated 37 categories within 13 self-service sections, corresponding to 26 categories of ultra-processed products. For 67% of the products, consumers went straight to the product they seemed to be looking for, grabbed it and put it in their shopping basket or cart, without making any comparison among products. A limited information search was observed. On average, consumers spent 22 s examining products within self-service sections and only 6.9 s were elapsed from the moment they grabbed a product until they put it in the shopping cart. These results provide empirical evidence of the habitual nature of supermarket food purchases in a context characterized by wide availability of ultra-processed products. Taken together, the findings suggest that policies and interventions aimed at reducing purchases of ultra-processed products should disrupt habitual decisions at the point of purchase. In this sense, policies targeted at introducing salient changes on food packages hold potential to disrupt food purchases and encourage consumers to establish new and more healthful food purchase habits.

Analyzing app-based food information services: the case of Olive Oil sector

Purpose

The provision of information about food to consumers is well recognized to be problematic and complex. Novel approaches tend to adopt app-based services as a way for consumers to get better food information. Potentially, these services could provide relevant information to consumers because they could address particular needs by leveraging on context-awareness, ubiquity and pervasiveness. Do current app-based services actualize these potentialities? The purpose of this paper is twofold: to propose a methodological approach that can be easily adapted to conduct reviews of app-based services and provide consumers with information about food and to answer this question on a specified food information domain (namely, olive oil).

Design/methodology/approach

A literature review was performed to investigate characteristics of food information services under a consumer’s value perspective. Then, a qualitative framework was built, which allowed a multidimensional analysis of the food information provided by a service through a mobile app. Moreover, an application of that framework on “olive oil” mobile apps was carried out, with the twofold objective of providing an example of application of the proposed framework in a real context and analyzing the role of mobile apps in reducing consumers’ information and knowledge gap in this particular domain. The review covers commercial applications on “olive oil,” available on the Apple App Store and Google Play Store.

Findings

A framework of multidimensional analysis of the two-way information flow in the interaction between a consumer/user and a food app-based service is proposed. The framework represents a useful tool to analyze the offer of mobile-based services in a given sector. The framework is then applied to perform a situation analysis of app-based services in the olive oil market. The analysis highlights that olive oil information providers do not seem to fully exploit recent advances in “Internet of food” technologies. Hence, results from our survey suggest some direction to conceive and develop innovative mobile olive oil apps that better exploit mobiquitous technology features.

Practical implications

Consumers perceive a growing need of information about food. This need is mainly due to recent cases of adulterations, allegations of fraud and subterfuges that have invested food sector (in particular, olive oil sector). This research provides a useful framework to analyze some aspects of management of food information provision through mobile apps. Such a framework represents a practical tool that provides fruitful insights for the design of a new generation of food-app based services within the so-called “internet of food” domain.

Originality/value

Although there are countless mobile apps aimed to assist consumers with their everyday food practices, little research has been devoted to investigate the impact of mobiquitous technologies on the management of food information provision to consumers. The available research lacks in defining an approach capable to analyze the relevance of information provided to targeted audiences by mobile food apps. This paper tries to fill this knowledge gap by proposing a framework that is based on a characterization of food information flows in terms of categorization, source and service features.

Development of a Questionnaire to Assess People’s Food Choices Determinants

Background:

Diet and nutrition are major determinants of public health and are associated with a large number of diseases. Therefore, in order to plan actions to promote global health, it is crucial to understand people’s food choices.

Objective:

The aim of this study was the development and validation of a new instrument, a questionnaire to measure psycho-social motivations associated with food choices and eating practices.

Methods:

A descriptive cross-sectional study was undertaken on a non-probabilistic sample of 382 adult participants. The questionnaires were applied after informed consent only to adults (aged 18 or over) and the data were collected from January to April 2017 among the Portuguese population. The analysis has been conducted to explore the item-item correlation and the reliability of this new instrument.

Results:

The results indicated satisfactory correlations between the items of the different variables, except for Variable D (Social and cultural motivations) that did not show strong and significant correlations for almost any items. Considering all the items in each of the variables studied, Cronbach’s alpha values ranged from 0.32 for the marketing and commercial motivations to 0.64 for the economical and availability motivations. When some items were removed from the variables, the values of Cronbach’s alpha increased and ranged from 0.66 for social and cultural motivations to 0.79 for health motivations.

Conclusion:

This work suggested that this questionnaire could be considered a suitable tool for exploring food choice determinants.

Reprint of "Capturing consumer perception of vegetable freshness in a simulated real-life taste situation"

Consumer testing in re-created purchase or consumption contexts may produce results with a higher external validity than laboratory testing and be a valid alternative to consumer testing in real-life contexts. Hence, the present study evaluates the utility of a novel immersive approach in sensory consumer testing. An immersive multisensory room was designed to reproduce consumption conditions close to real life, with large wall screen projections, audio and olfactory stimuli and furniture consistent with the video scenario. Overall liking and perceived freshness of two vegetable products (salad tomato and wild rocket) at different storage time were evaluated by a group of volunteers, regular consumers of the products. Evaluations were performed both in a immersive environment setting - the scenario was the dining room of a holiday farm overlooking a patio and the countryside - and in a traditional sensory lab setting, as a control. The magnitude of liking was higher when evaluations were performed in the immersive environment setting than in the traditional lab setting. However, the discrimination efficacy for freshness and liking of stored and un-stored vegetables was reduced in the immersive environment with respect to the control lab. Additional research, aimed at exploring other products and other consumption or purchase immersive scenarios, will further clarify whether these findings are product-dependent or determined by the contingent immersive situation.

Smoothies: Exploring the Attitudes, Beliefs and Behaviours of Consumers and Non-Consumers

Smoothies are popular dietary products. An online survey of Australian adults (n=833; 79% female) was used to explore patterns of smoothie consumption and individual motives for consuming these beverages. Participants commonly reported consuming fruit (98%), yoghurt (66%), milk (58%), honey (52%), fruit juice (46%), and nutritional supplements (46%) in smoothies. Compared to Infrequent Smoothie-Consumers (I-SC, < 1•week-1; n=514), Frequent Smoothie-Consumers (F-SC, >= 1•week-1; n=269) were more likely to consume core-foods (e.g. vegetables, p < 0.001) and less likely to consume discretionary items (e.g. honey or ice-cream, p’s < 0.020) in smoothies. It followed that F-SC typically cited “health-related reasons” for consuming these beverages (i.e. to increase fruit/vegetable [57%] or nutrient [50%] intake, and/or to be “healthy” [56%]) and perceived these products as “nutritious” (84%); whilst I-SC often perceived them as “indulgent” (62%). Smoothies may play a positive role in the diet. However, beverages incorporating discretionary choices may increase energy, saturated fat and/or sugar intakes, offsetting the benefits of fruit/vegetable consumption.

Effect of component quality on sensory characteristics of a fish soup

The foodservice industry is a highly competitive branch where customer satisfaction and loyalty is dependent on the price and the quality of the food. To improve cost competitiveness, instead of fresh ingredients, more preprocessed items are used as components in dishes. This may impair the perceived product quality, and thus potentially decrease customer satisfaction. The effects of the component quality on a single dish were tested by serving fish soup in a consumer study (n = 205), and by serving the dish to an in-house panel (n = 17) using a modified check-all-that-apply method. The variable used for the quality of the fish and vegetable components was a previously unprocessed/fresh component being compared to a processed. This study showed that in a modular dish, each component had an effect on the perceived quality of the dish. When replacing a preprocessed component with a fresh one, the perceived pleasantness increased to a higher level. The fish as the main dish component had the largest effect on the quality. Fresh fish has the ability to enhance the taste of soup, even with frozen vegetables. The results from this study indicate that the effect of freshness can also be perceived in the cooked product.

Food choice motives, attitude towards and intention to adopt personalised nutrition

OBJECTIVE

The present study explored associations between food choice motives, attitudes towards and intention to adopt personalised nutrition, to inform communication strategies based on consumer priorities and concerns.Design/SettingA survey was administered online which included the Food Choice Questionnaire (FCQ) and items assessing attitudes towards and intention to adopt personalised nutrition.

SUBJECTS

Nationally representative samples were recruited in nine EU countries (n 9381).

RESULTS

Structural equation modelling indicated that the food choice motives 'weight control', 'mood', 'health' and 'ethical concern' had a positive association and 'price' had a negative association with attitude towards, and intention to adopt, personalised nutrition. 'Health' was positively associated and 'familiarity' negatively associated with attitude towards personalised nutrition. The effects of 'weight control', 'ethical concern', 'mood' and 'price' on intention to adopt personalised nutrition were partially mediated by attitude. The effects of 'health' and 'familiarity' were fully mediated by attitude. 'Sensory appeal' was negatively and directly associated with intention to adopt personalised nutrition.

CONCLUSIONS

Personalised nutrition providers may benefit from taking into consideration the importance of underlying determinants of food choice in potential users, particularly weight control, mood and price, when promoting services and in tailoring communications that are motivationally relevant.

Is decision-making ability related to food choice and facets of eating behaviour in adolescents?

PURPOSE

To test the prediction that poor decision-making would predict poor eating-related behaviours, which in turn would relate to elevated body mass index (BMI) percentile.

METHODS

Associations among decision-making ability, eating behaviours, and BMI percentile were examined in a sample of 311 healthy male and female adolescents, aged 14-18 years. Structural equation modelling was used to test the proposed relationships.

RESULTS

The predicted model was a good fit to the data and all paths between latent and indicator variables were significant. Impulsive responding significantly predicted poor food choice and overeating. No significant relationships emerged between eating-related variables and BMI percentile.

CONCLUSIONS

Findings from this study extend the existing research in adults and offer a more comprehensive understanding of factors that may contribute to eating behaviours and weight status in teenagers.

Comparison of motives underlying food choice and barriers to healthy eating among low medium income consumers in Uruguay

Abstract: Interventions aimed at changing dietary patterns should be designed based on the main motives underlying the food choices of specific target populations. The aim of the present study was to identify motives underlying food choice and barriers to healthy eating among consumers in two socioeconomic levels in Uruguay. Eleven focus groups were carried out with a total of 76 participants. Six of the groups involved low income participants and the others were conducted with middle income participants. Discussions were held around frequently consumed products, motives underlying food choices and barriers to healthy eating. Results confirmed the strong influence of income level on motives underlying food choice and barriers to the adoption of healthy eating. Low income participants described their choices as mainly driven by economic factors and satiety, whereas convenience was the main determinant of food selection for middle income participants. Implications for the design of public policies targeted at each group are discussed.

Workplace foodservice; perception of quality and trust

In settings such as workplaces there is a growing acceptance that the food provided has a significant impact on health and wellbeing. This is a captive environment where the overall contribution of the meal served could be an important element of the overall diet and represents an under researched area. Despite growing demand, little information is available; time pressure when making food choice alongside the challenge of understanding information provided can act as barriers for healthy selection and can also decrease confidence in the food system. We would also argue that the fundamental human right of informing consumers what they are eating is not currently being addressed and is underscored. This study used focus groups to explore criteria that motivate peoples' food choice in a workplace foodservice setting. Thematic analysis was applied to categorise data according to frequently occurring responses. Data were collected from four focus groups in Germany and the UK with a total of 23 participants. Although there is little expectation in the quality of food served in the workplace, respondents valued any transparency of information and the opportunity to socialise with other work colleagues. Criteria of importance were identified as: Value for money, Variety, Naturalness, Nutrition, Portion Size, Taste, Visual Appearance, Origin, Animal welfare, Environmental impact, Fair Trade and Organic. Gaining insight into these criteria can enable operators to meet the needs and expectations of their customers in order to increase confidence in the food provided and in addition signpost a healthier selection.