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Revealing the values behind convenience food consumption.

机译：揭示方便食品消费背后的价值。

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摘要

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 Brunso, 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.
机译：便利性在消费食品选择中的重要性日益提高，吸引了研究人员的兴趣。在努力理解便利性如何影响消费者的食物偏爱的过程中，人们认为价值观发挥着重要作用。本研究试图检验Schwartz（1992）提出的个人价值观与便餐食品的行为和态度相关的方式。根据Brunso，Scholderer和Grunert（2004）提出的方法，开发了许多描述与食物相关的态度和行为的结构，并分析了它们与个人价值观的关系。通过问卷调查收集的数据来自希腊萨洛尼卡市的随机消费者。结果表明，方便食品的消费和方便性在食品领域的价值主要与激励人们寻求新经验，独立行动和增进自己的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。其他与食物有关的态度和行为则相反，例如参与烹饪和饮食多样化。这一发现似乎不仅对食品销售商特别有意义，而且对食品政策制定者也特别有意义。

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