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Baby boomers' desires for future health and food services

Worsley, Tony, Wang, Wei and Hunter, Wendy 2011, Baby boomers' desires for future health and food services, Nutrition and food science, vol. 41, no. 5, pp. 359-367.

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Title Baby boomers' desires for future health and food services
Author(s) Worsley, Tony
Wang, Wei
Hunter, Wendy
Journal name Nutrition and food science
Volume number 41
Issue number 5
Start page 359
End page 367
Total pages 9
Publisher Emerald Group Publishing Ltd
Place of publication Bingley, England
Publication date 2011
ISSN 0034-6659
Keyword(s) Survey
Baby boomer generation
Food services
Psychographics
Future
Australia
Summary Purpose – The purpose of this paper is to identify food and health services desired by baby boomers and to examine their likely antecedents.

Design/methodology/approach – A random sample of baby boomers in Victoria, Australia (n=1,108) completed a postal survey and rated the desirability of 13 post retirement food and health services.

Findings – The strongest demand was expressed for low cost fruit and vegetables, 24-hour GP services, environmentally friendly foods, and friendly places to meet friends and exercise, among others. Generally, psychographic variables were key predictors of demand for social (health) services, food services, and vitamin pills and herbal remedies. Demand for food services was associated with universalism values.

Research limitations/implications – The cross-sectional design prevents causal attributions; however, the findings suggest that baby boomers' demand for services falls into three groups, which are related to their psychographic characteristics.

Originality/value – Consideration of these desired services may facilitate the planning of future health and food services for this broad age group.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 111199 Nutrition and Dietetics not elsewhere classified
Socio Economic Objective 920411 Nutrition
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2011, Emerald Group Publishing Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30045061

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