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Consumer concerns about food and health: examination of general and specific relationships with personal values and demographics


Worsley, A and Lea, EJ, Consumer concerns about food and health: examination of general and specific relationships with personal values and demographics, British Food Journal, 110, (11) pp. 1106-18. ISSN 0007-070X (2008) [Refereed Article]

DOI: doi:10.1108/00070700810918018


Purpose - Aims to investigate the relationships between consumers' food concerns and their personal values and demographic characteristics. Design/methodology/approach - A questionnaire was administered in a cross sectional random population survey conducted among a sample of 1,000 adults in South Australia. The questionnaire elicited information about respondents' concerns about 20 food and health issues, the perceived importance of 23 values items derived from the Schwartz values inventory, and their demographic characteristics. Findings - Principal components analyses derived four food concerns factors and six personal values factors. Respondents' safety concerns scores were positively associated with devout-tradition, order-discipline, and moderate-independent values. Their disease concerns score was positively linked to beauty-nature, devout-tradition, and order-discipline. Multiple regression and chi-square automatic interaction detection (CHAID) analyses showed that individual values items were strong predictors of consumers; specific concerns such as food and heart disease, and, genetic modification of foods. Research limitations/implications - The research was based on a cross sectional study. More refined indices of food concerns and personal values should be used in replications of this preliminary study. Practical implications - The findings support the use of psychographic market segmentation approaches in communication programs about food and health issues. Originality/value - The findings suggest that personal values, may be stronger predictors of consumers' concerns about food and health issues than demographics. They also show that measurement level of values and concerns influence the observed strength of their relationships. © Emerald Group Publishing Limited.

Item Details

Item Type:Refereed Article
Research Division:Biomedical and Clinical Sciences
Research Group:Nutrition and dietetics
Research Field:Nutrition and dietetics not elsewhere classified
Objective Division:Health
Objective Group:Public health (excl. specific population health)
Objective Field:Nutrition
UTAS Author:Lea, EJ (Dr Emma Lea)
ID Code:87718
Year Published:2008
Web of Science® Times Cited:31
Deposited By:Medicine
Deposited On:2013-12-04
Last Modified:2013-12-04

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