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Gender differences in purchase intentions and reasons for meal selection among fast food customers - Opportunities for healthier and more sustainable fast food

机译：快餐顾客的购买意愿和进餐选择的性别差异-更健康，更可持续的快餐业的机会

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Understanding the factors that influence food selection and dietary behavior is fundamental to support the successful translation of dietary goals into consumer behavior. The present study aims to identify gender differences in fast food consumers' reasons for actual fast food meal selection and their purchase intentions. Based on this background, possible opportunities toward implementing healthier and more sustainable fast food options are discussed. Data were collected at three fast food restaurants from different parts of Denmark among randomly selected customers (aged 15 or above). The customers were approached after having ordered their meal. They filled out a questionnaire on reasons for their actual fast food meal selection and purchase intentions in relation to four hypothesized burger menus, including a regular beef burger menu, a wholegrain beef burger menu, a nutrition labeled beef burger menu and a nutrition labeled chicken burger menu. Results showed that the majority of the fast food customers expressed a wish for healthier menus (55% males vs. 64% females agree or strongly agree, p 0.001) and more sustainable menus in terms of environmental impact (43% males vs. 52% females agree or strongly agree, p 0.001), however only 7% of the participants' meals included healthier food choices (n = 740). Habits, taste and price were the main drivers among both genders for the actual meal selection. Compared with women, more men expressed that actual food choice was based on offers and promotions (p 0.001), and on food perceived as the most satiating (p = 0.001). With regard to purchase intentions, the majority of men preferred a beef burger menu (healthier or regular) over a healthier chicken burger menu or a wholegrain burger menu, whereas the majority of women responded positively to either of the healthier-labeled burger menus (p 0.001). In conclusion, the study shows that having a focus on gender differences is of particular importance in order to improve the food nutrition environment and support healthier food selections among fast food customers. (C) 2015 Elsevier Ltd. All rights reserved.
机译：了解影响食物选择和饮食行为的因素，对于支持将饮食目标成功转化为消费者行为至关重要。本研究旨在确定快餐消费者选择实际快餐的原因及其购买意图中的性别差异。在此背景下，讨论了实施更健康，更可持续的快餐选择的可能机会。数据是从丹麦不同地区的三家快餐店中随机抽取的顾客（年龄在15岁或以上）中收集的。点了饭后联系了顾客。他们填写了一份问卷，就其实际快餐选择和购买意愿的原因与四种假设的汉堡菜单相关，包括常规的牛肉汉堡菜单，全麦牛肉汉堡菜单，带有营养标签的牛肉汉堡菜单和带有营养标签的鸡肉汉堡菜单。结果表明，大多数快餐客户都希望获得更健康的菜单（男性55％，女性64％同意或强烈同意，p <0.001），并且对环境的影响更具可持续性（男性43％：52）女性同意或强烈同意的百分比，p <0.001），但是，只有7％的参与者的饮食包括更健康的食物选择（n = 740）。习惯，口味和价格是实际膳食选择中男女的主要驱动力。与女性相比，更多的男性表示，实际的食物选择是基于要约和促销（p <0.001）以及被认为是最令人满意的食物（p = 0.001）。在购买意向方面，大多数男人更喜欢牛肉汉堡菜单（健康或常规）而不是健康鸡肉汉堡菜单或全麦汉堡菜单，而大多数女性对带有健康标签的汉堡菜单（p <0.001）。总之，研究表明，关注性别差异对于改善食品营养环境和支持快餐客户中更健康的食物选择尤为重要。 （C）2015 Elsevier Ltd.保留所有权利。

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