Food choice motivations among Ardabil - Iran adults?

Purpose This study aims to investigate the food choice motivations and some healthy food intake among Ardabil adults with different socioeconomic status. Design/methodology/approach The analysis is based on a focus group study conducted in September 2018. Self-assessed other food choice motivations, healthy food intake and socioeconomic status were reported in questionnaires. The study data were analyzed by one-way ANOVA test and chi(2) test in groups of study. Findings Price was a primary motivation of food choice for low-level socioeconomic status persons. The wealthiest people total vegetable consumption was 3.59a +/- 0.004 serving/day, whereas the total vegetable consumption of poorest participants was significantly less than them (p = 0.012). Of the socioeconomics category 1 (SEC1) group participants, 82 per cent said that they consider food price when they were purchasing for their households, while only 28 per cent of SEC4 group said that they consider food prices when food choosing. Only 1 per cent of this group participants pay attention to food label when they choose foods. Originality/value This is the first study that investigated the food choice motivations in Ardabil adults. The results indicated that food price is the most critical food choice motivation. Based on this study results, the food policymaker can change people food security and food choices with some programs like as healthy food subsidies and unhealthy food taxes.