Socio-economic Variables Associated with Motivational Barriers of Food Choice among Lactating Women from Central Ethiopia: A Cross-sectional Study.

Understanding the drivers of food choice is essential to guide the nutrition interventions and tailor nutrition counseling messages. There is strong evidence from a published study, which demonstrate attention for the need to consider the wide range of drivers during food choice. Due to the large variety of food products on the market, consumers make a multitude of food choice daily. The study aimed to assess major motivational drivers of food choice among randomly selected lactating women aged 15-49 years (423) from Debrebirhan Town using face to face interview. Logistic regression analysis was used to find association b/socio-economic variables and motivational drivers of food choice using SPSS version 20. Candidate variables were selected and transferred using the - a value of less than 0.25, and AOR was reported. Variables with a -value less than 0.05 on multiple variable logistic regressions were taken as significant variables. Influences of religion, price, preparation convenience, health value and taste during food choice were responded by above half of women. From logistic regression, 15-25 years' age and self-employed were linked to religious influence in food choice with AOR (95%CI) of 0.09(0.01-0.48) and 4.13(1.4-12.24). Age (15-25 and 26-35 years), education (no, primary and secondary) and being housewife were associated to choosing of foods for their health value with AOR (95%CI) of 0.26(0.12-0.6), 0.37(0.18-0.76), 0.14(0.04-0.42), 0.25(0.13-0.54), 0.33(0.17-0.66) and 2.5(1.23-5). Only family size (2-4 vs.>4 persons) was associated with price concern in food choice with AOR (95%CI) of 0.39(0.21-0.71). Being divorced, husband headed, 7-12 and13-18 month lactation period, 15-25 and 26-35 years' age were related to preparation convenience of foods with AOR (95%CI) of 5.94(1.13-31.33), 0.42(0.18-0.96), 3.26(1.34-7.93), 4.4(1.81-10.72), 0.16(0.05-0.47) and 0.25(0.11-0.59). Self-management approaches by nutrition education and promotion to change eating behaviors of women, increasing supply and price regulation toward healthy foods are recommended.