A Quantitative Study to the Underlying Motives for Food Choices : And How Do These Motives Contribute to Healthy Food Choices Among Dutch Young Adults?

The present study gives more insight in the motivational factors underlying food choices among young adults and how these factors contribute to healthy food decisions. The findings suggest that concern for health, weight benefits and for organic foods lead to healthier food choices. On the other hand, when young adults have a high concern for familiar foods and their current emotional state (e.g. mood) when selecting foods, it will lead to unhealthy food decisions. In order to facilitate young adults in making healthy food decisions the availability of healthy foods should be ensured at places where young adults buy their food (e.g. school cafeterias, supermarkets and restaurants). The healthy foods should stand out among other products by the use of appealing food labels that provide information regarding calories, nutrition and proper portion sizes. Further research should explore whether these motivators (weight benefits, health concern and organic concern) are applicable in a broader perspective on health and well-being among young adults.