Factors Influencing Consumer Food Choices: Exploring Individual and Environmental Influences with Qualitative and Quantitative Approaches.

摘要

Many factors influence consumer food choices: sensory characteristics, family factors, healthfulness, availability, price, convenience, cultural traditions, social or political issues (Boyington, Schoster, Remmes Martin, Shreffler, & Callahan, 2009; 2006; Johnson, van Jaarsveld, & Wardle, 2011; Koop, 1988; Nestle, et al., 1998; Rowe, et al., 2011; Wansink, Just, & Payne, 2009; LK Williams, Veitch, & Ball, 2011). Consumers repeatedly identify taste, price, and healthfulness as the key factors that influence their food choices (Food Marketing Institute (FMI), 2010; IFIC (International Food Information Council), 2011). Despite the proclaimed importance of healthfulness, most Americans do not meet dietary recommendations for either fruit servings (Demydas, 2011; Guenther, Dodd, Reedy, & Krebs-Smith, 2006) or calcium intake (Greer, Krebs, & Committee on Nutrition, 2009; Moshfegh, Goldman, & Cleveland, 2005). Qualitative and quantitative methods were used to study the personal and environmental factors that influence these two dietary shortfalls to better understand, and ultimately influence, consumer food decisions.;Based on the premise that consumers will eat more fruit if quality expectations are consistently met, a study was designed to identify how consumer expectations, experiences, selection and handling practices, and preferences affect consumption of five fruits (berries, melons, peaches, pears, and tomatoes). Focus groups were conducted in California and Florida to explore consumer behaviors and attitudes.;A second study examined whether parents and children shared similar perceptions of their family food environment and parental behaviors. Previously, in-depth interviews had lead to the development and distribution of questionnaires to matched parent and child dyads. Interview findings suggested that parents influence children's consumptions of calcium-rich foods and beverages by acting as role-models, gate-keepers, and rule-setters (Edlefsen, et al., 2008). Analysis of questionnaires explored the consistency of responses to more efficiently target future health interventions to influence their children's consumption of calcium-rich foods and beverages.;Ultimately, information from these projects may be used to develop better strategies to encourage greater compliance with nutritional guidelines. Findings may help supply fresh produce that consistently meets consumer preferences, improve education approaches to promote consumption of calcium rich foods, and improve consumer communication.