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

Worsley, Anthony and Lea, Emma 2008, Consumer concerns about food and health : examination of general and specific relationships with personal values and demographics, British food journal, vol. 110, no. 11, pp. 1106-1118, doi: 10.1108/00070700810918018.

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Title Consumer concerns about food and health : examination of general and specific relationships with personal values and demographics
Author(s) Worsley, AnthonyORCID iD for Worsley, Anthony orcid.org/0000-0002-4635-6059
Lea, Emma
Journal name British food journal
Volume number 110
Issue number 11
Start page 1106
End page 1118
Total pages 13
Publisher Emerald Group Publishing
Place of publication Bingley, England
Publication date 2008
ISSN 0007-070X
1758-4108
Keyword(s) Australia
consumer behaviour
consumers
demographics
food products
personal health
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
DOI 10.1108/00070700810918018
Field of Research 111199 Nutrition and Dietetics not elsewhere classified
Socio Economic Objective 970111 Expanding Knowledge in the Medical and Health Sciences
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2008, Emerald Group Publishing Limited
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30034984

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.