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The Influence of Perceived Body Image, Vanity and Personal Values on Food Consumption and Related Behaviour

Published online by Cambridge University Press:  23 February 2012

Barry O'Mahony  and
John Hall
Barry O'Mahony*
Affiliation:
Victoria University, Australia. Barry.OMahony@vu.edu.au
John Hall
Affiliation:
Deakin University, Australia.
*
*Barry O'Mahony, Centre for Hospitality and Tourism Research, Victoria University, PO Box 14428, Melbourne City MC, 8001 VIC Australia.
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Abstract

Although food is a vital part of the chemical process of life, the manner in which people choose the foods that they eat is subject to a wide variety of external and internal influences. This study employed a sequential mixed method research design to investigate the influence of perceived body image, vanity and personal values on food purchasing behaviour among 18- to 30-year-old females. It was found that although personal values and orientation have a major influence on the food purchasing and consumption process, vanity, physical health and perceived body image were major factors of influence in the purchasing and consumption decision.

Type
Articles
Information
Journal of Hospitality and Tourism Management , Volume 14 , Issue 1 , 01 April 2007 , pp. 57 - 69
Copyright
Copyright © Cambridge University Press 2007

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