Consumers’ Motives for Eating and Choosing Sweet Baked Products: A Cross-Cultural Segmentation Study

Mielmann, Annchen; Brunner, Thomas (2020). Consumers’ Motives for Eating and Choosing Sweet Baked Products: A Cross-Cultural Segmentation Study Foods, 9(12), p. 1811. MDPI 10.3390/foods9121811

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This study aimed to examine consumers’ motives for eating and choosing sweet baked products (SBPs). A cross-cultural segmentation study on a South African (SA) and Swiss population sample (n = 216), was implemented using the Motivation for Eating Scale (MFES) and the Food Choice Questionnaire (FCQ). Cluster analyses provided three consumer segments for each population sample: the balanced and the frequenters for both countries, the deniers for SA, and the health conscious for Switzerland. South Africans liked SBPs more than the Swiss respondents, however the Swiss sample consumed SBPs more often. Environmental and physical eating were the most relevant motives when eating SBPs for the SA and Swiss group, respectively. For both samples, sensory appeal was the deciding factor when choosing SBPs. Cross-cultural studies of food choices are important tools that could help improve the current understanding of factors that influence the eating behavior of ultra-processed foods to promote healthy food choices through local and global perspectives. This paper highlights that more research is needed on consumers’ motives for choosing and eating ultra-processed foods in order to develop specific integrative cultural exchange actions or intervention strategies to solve the obesity issue.

Item Type:	Journal Article (Original Article)
Division/Institute:	School of Agricultural, Forest and Food Sciences HAFL School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production > Consumer Behaviour
Name:	Mielmann, Annchen and Brunner, Thomas0000-0002-6770-6548
Subjects:	H Social Sciences > H Social Sciences (General)
ISSN:	2304-8158
Publisher:	MDPI
Language:	English
Submitter:	Thomas Brunner
Date Deposited:	21 Dec 2020 09:55
Last Modified:	21 Oct 2021 02:18
Publisher DOI:	10.3390/foods9121811
Uncontrolled Keywords:	food choice; motives; cross-cultural; cluster analyses; FCQ; MFES
ARBOR DOI:	10.24451/arbor.13820
URI:	https://arbor.bfh.ch/id/eprint/13820