Do we all perceive food-related wellbeing in the same way? Results from an exploratory cross-cultural study

COMPORTAMIENTO DEL CONSUMIDOR

EVALUACION SENSORIAL

DIFERENCIAS CULTURALES

BIBLIOGRAFIA NACIONAL QUIMICA

2016

Interest in measuring consumers’ perceived wellbeing in a food-related context has grown in the last
decade. Considering that wellbeing is one of the most important goals that people pursue to achieve a
good life, studying the influence of food on this construct can contribute to our understanding of how eating
behavior patterns are shaped. The conceptualization of wellbeing and the influence of specific food
products on different aspects of this construct are expected to vary with consumers’ cultural background.
The present work aimed to investigate cross-cultural differences in perceived wellbeing of food products
and to link those differences to product-specific consumer evaluations. A web-based study was carried
out with 1332 participants in seven countries on four continents: Brazil, China, France, Portugal, Spain,
Uruguay and USA. Nine food concepts (apple, beef, beer, broccoli, chocolate cake, coffee, fish, French fries
and milk) were presented to participants by means of an incomplete balanced design. For each concept,
participants gave their degree of agreement with 31 statements of a new wellbeing questionnaire, using a
7-point scale. The scores of the 31 items of the scale were significantly affected by country and food
concept, as well as through their interaction. The largest differences among products were found for
items related to physical and intellectual aspects of wellbeing, whereas the largest differences among
countries were found for items related to emotional and spiritual aspects. Results from this research provide
insights for measuring consumers’ perception of the influence of foods on wellbeing and highlight
the importance of taking into account cultural differences in the conceptualization of this construct

Food Quality and Preference v. 52, 2016. -- p. 62-73

Elsevier

2016

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http://dx.doi.org/10.1016/j.foodqual.2016.03.014

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