Aristotle University of Thessaloniki, Dept. of Agricultural Economics, Greece.
Appetite. 2010 Dec;55(3):629-38. doi: 10.1016/j.appet.2010.09.017. Epub 2010 Sep 25.
The increasing importance of convenience in consumer food choices has attracted researchers' interest. In the effort to understand how convenience affects consumers' food preferences, values are believed to play an important role. The present study attempts to examine the way personal values suggested by Schwartz (1992) are associated with behaviour and attitudes regarding convenience food. A number of constructs describing food related attitudes and behaviours were developed and their relationship with personal values was analyzed following the methodology proposed by Brunsø, Scholderer, and Grunert (2004). Data were collected through a questionnaire survey from a random sample of consumers in Thessaloniki city, Greece. The results reveal that convenience food consumption and convenience orientation in the food domain are mainly connected with values that motivate people to seek new experiences, act independently and enhance their own personal interests, while are in conflict with values of conservation and self-transcendence. The opposite holds for other food related attitudes and behaviours like involvement with cooking and variety in diet. The findings seem to be of particular interest not only for marketers of food products, but also for food policy makers.
消费者在食品选择上越来越注重便利性，这引起了研究人员的兴趣。为了了解便利性如何影响消费者的食品偏好，人们认为价值观起着重要作用。本研究试图检验舒瓦茨（1992）提出的个人价值观与方便食品的行为和态度之间的关系。本研究提出了一些描述与食品相关的态度和行为的结构，并根据布伦索、舍尔德勒和格鲁纳特（2004）提出的方法分析了它们与个人价值观的关系。数据是通过对希腊塞萨洛尼基市的随机消费者样本进行问卷调查收集的。结果表明，方便食品消费和食品领域的便利性取向主要与激励人们寻求新体验、独立行动和增强个人利益的价值观有关，而与保护和自我超越的价值观相冲突。相反，与烹饪和饮食多样化等其他与食品相关的态度和行为则相反。这些发现不仅对食品产品营销人员，而且对食品政策制定者都具有特别的意义。
