The influence of lifestyle variables on components of attitude in retail food consumption

Abstract

Food consumption in Malta is a highly relevant topic considering that Malta attains the highest rate of obesity within all EU member states. The aim of this study is to identify and evaluate the influences of lifestyle of people on their attitudes toward food and the factors influencing food choices in Malta. A quantitative approach has been adapted for this research with a questionnaire distributed and answered by 372 respondents. The outcome of this research reveals that sensory appeal is a primary factor that influences food choices in Malta. Health factors, Natural content, weight control and convenience also emerged to be critical elements in the composition of attitude towards food. Results indicate that lifestyles primarily motivated by Achievement is more likely in younger, career focused individuals, with attitude towards food highly influenced through affection and behavioural elements. Food choices in lifestyles motivated by achievement are highly influenced by health, natural content, weight control and convenience elements. Lifestyles motivated by Ideals, is higher in older individuals and those with families, with attitude towards food formed through cognition, affection and behavioural elements. Health, Natural content, Ethics, Mood and Familiarity have been found to be factors that are mostly relevant in lifestyles motivated by Ideals. Results emerging from this study provide insight of how the formation of attitude towards and factors influencing food choices differ with different lifestyle motivators and profiles. The scrutiny of such information to food-marketing users like health authorities, retailers and distribution companies enables the understanding of how attitude towards food is formed and the factors most relevant to different demographics and lifestyle profiles.