Motivations for choosing various food groups based on individual foods.

Understanding "why people eat what they eat" is important for improving the lives of people around the world by helping provide industrial and social solutions for people to have greater pleasure and health from the foods they choose. The objective of this study was to investigate the motivations behind everyday choices of different food groups using a bottom-up approach that targeted the specific choices of foods and beverages people consumed at various times of a day. This study was conducted using an online survey included questions related to demographics, the most recent meal including specific food choices, and a slightly modified Eating Motivation Surveys (2 motivations were added, and Check-All-That-Apply procedure was used), which contained 50 sub-scales to measure 17 motivations including such topics as Liking, Pleasure, Convenience, Health, Price, Variety Seeking etc. A total of 198 participants have completed the surveys. Data were analyzed by Correspondence Analysis. Liking was found to be the strongest motivation that drove people to select all sorts of foods. Need and Hunger and Convenience were the main motivations for baked products, "fast" foods, sausages and meats, and snack foods while Health and Weight Control were found to be the main driving factors for vegetables, fruits & fruit juices, nuts, seeds, dairy & egg, and poultry products. Sweets were linked to Pleasure. For beverages, people were motivated most by Heath and Weight Control to choose water and tea. Coffee was used due to Habits; soda was because of Pleasure and alcoholic was for socialization purposes. This study provided developers, marketers, health educators, etc. With a new method to understand food choice in order to promote better eating.

Motivations for Food Consumption during Specific Eating Occasions in Turkey.

Several studies in different countries have been conducted to investigate factors affecting food choices. The objective of this study was to understand the motivations of specific food and beverage choices for different eating occasions in a typical diet of the Turkish people. A convenience sample of 141 respondents from seven different geographical regions in Turkey completed an online survey questionnaire that included questions about demographic information and details about their latest eating occasion. Respondents reported all of their motivations for choosing each food/beverage item reported for that specific eating occasion. Results indicated that different motivations played different roles in food choices of people in Turkey. Liking was a key characteristic for all eating occasions, but key natural concerns were even more important at breakfast, and need and hunger were more important for a mid-afternoon snack. Lunch involved additional motivations such as Sociability, Variety Seeking, and Social Norms. In addition to Liking, choices of different food groups were also driven by other motivations such as Habits, Convenience, Need and Hunger, Natural Concerns, and Health. This study helped better understand the current dietary patterns of Turkish people as well as the motives underlying their choices of foods and beverages for different meals and snacks. These findings could be useful for dietary campaigns that aim to improve eating behaviors in Turkey.