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Food4Me: Food choice motives and intention to adopt personalised nutrition

Lookup NU author(s): Professor Lynn FrewerORCiD


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Motives underlying the selection of food are hypothesised to serve as barriers to, and facilitators of adopting personalised nutrition. The research presented here aimed to explore food choice motives in relation to the intended uptake of personalised nutrition among the general public. Findings of prior qualitative research published by the Food4Me group have been used to develop a questionnaire with which to probe consumer acceptance of personalised nutrition. Questionnaire items included Steptoe's Food Choice Questionnaire (FCQ) and an item enquiring as to an individuals' intention to take up personalised nutrition. Volunteers from the UK (n=1,061) and Ireland (n=1,020) were quota sampled based on age, sex, education level and region and were surveyed on-line. Multi-group confirmatory factor analysis was used to check the factor structure of the 36-items from the FCQ. Consistent with previous factor analyses the 36-items of the FCQ converged into 9-factors with good model fit (TLI=0.952, CFI=0.957, RMSEA=0.037, SRMR=0.041). Food choice motives were then entered into multiple regression analysis as predictors of intention to take up personalised nutrition, controlling for country, age, sex, and education level. Results indicated that food choice motives explained 21.9% of the variance in intention to adopt personalised nutrition, after controlling for country, age, sex, and education level (R 2 change=0.219, F change (9, 2,064)=68.78, P<0.001). The model indicated that 8 of the 9 food choice motives significantly predicted intention to adopt personalised nutrition. Individuals scoring higher on health may be more likely to indicate intention to take up personalised nutrition. Those who scored higher on sensory appeal (β=-0.07, P=0.01) and price (β=-0.05, P=0.02) were less likely to indicate intention to take up personalised nutrition. Familiarity was not associated with intention to take up personalised nutrition (β=0.02, P=0.48). Personalised nutrition needs to take into consideration food choice of potential consumers, including those relating to convenience and ethical aspects of food choices whilst providing a variety of choices. This project has received funding from the European Union's Seventh Framework Programme for research, technological development and demonstration under grant agreement no. 265494.

Publication metadata

Author(s): Rankin A, Frewer LJ

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: 11th NuGOweek 2014 conference “Nutrigenomics of Foods”

Year of Conference: 2014

Pages: 119

Publisher: Wageningen Academic Publishers