Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/90305

Title

Baby boomers' food shopping habits: relationships with demographics and personal values

Author(s)

Worsley, Anthony;  Wang, Wei C.;  Hunter, Wendy

Abstract

The purpose of this study was to examine baby boomers' shopping behaviours and to investigate their relationships with demographics and personal values. A questionnaire concerning shopping behaviours, personal values and demographics was mailed to a random sample of 2975 people aged 40-70 years in Victoria, Australia. Usable questionnaires of 1031 were obtained. Structural equation modelling was employed for data analyses. The analyses revealed that demographics and personal values influenced shopping behaviours via different pathways among male and female baby boomers. For example, self-direction positively impacted on shopping planning for men but negatively influenced price minimization for women. Among women only, age was positively related to shopping planning and negatively to price minimization. Thus, both personal values and demographics influenced baby boomers' shopping behaviours. Since values are more likely to be amenable to change than demographics, segmentation of the population via value orientations would facilitate targeted interventions to promote healthy food shopping.

Publication type

Journal article

Research centre

Swinburne University of Technology. Faculty of Higher Education, Lilydale

Source

Appetite, Vol. 55, no. 3 (Dec 2010), pp. 466-472

Publication year

2010

FOR Code(s)

111712 Health Promotion;  111717 Primary Health Care;  111799 Public Health and Health Services not elsewhere classified

Keyword(s)

Baby boomers;  Demographics;  Nutrition;  Personal values;  Shopping behaviour

Publisher

Elsevier

ISSN

0195-6663

Publisher URL

http://dx.doi.org/10.1016/j.appet.2010.08.008

Copyright

Copyright © 2010 Published by Elsevier Ltd.

Peer reviewed