Exploring health-related motive orientations among Dutch seniors. Issue 11 (27th September 2019)

• Record Type: Journal Article
• Authors: Sijtsema, Siet J.; Raaijmakers, Ireen; Onwezen, Marleen C.; Doets, Esmee
• Is Part Of: British food journal. Volume 122:Issue 11(2020)
• Page Start: 3499
• Page End: 3512
• Publication Date: 2019-09-27
• Subjects: Cluster analysis -- Healthy ageing -- Food-based dietary guidelines -- Health-related motive orientations -- Mealtime functionality; Food industry and trade -- Periodicals; Food -- Marketing -- Periodicals; Food adulteration and inspection -- Periodicals; Food -- Periodicals; 381.456413
• DOI: 10.1108/BFJ-03-2019-0192
• Languages: English
• ISSNs: 0007-070X

Abstract

Abstract : Purpose: Generally, food intake of older consumers is not in line with dietary guidelines. Insight into personal health-related motive orientations (HRMO) in this target group is useful for developing tailored interventions that support healthy food consumption, a better understanding is needed. The purpose of this paper is twofold: first, to identify older consumer groups based on HRMO; and second, to compare their consumption of different food groups and functionalities associated with a main meal. Design/methodology/approach: An online survey was filled out by 459 Dutch adults aged 55–90 years (mean age=68.2 years), of the Sento network including 800 vital community-dwelling older consumers. Findings: Analysis revealed five clusters of older adults with different HRMO profiles: appearance and achievement oriented, active oriented, altruistic oriented, achievement oriented and less health oriented. In addition, these segments differ in importance of functionalities associated with a main meal, i.e., physical, pleasure or rewarding, and in the consumption of specific food groups, i.e., unprocessed meat, meat replacers and unsalted nuts. Research limitations/implications: Recommendations for interventions and communication strategies to support healthy food consumption in the different HRMO segments are presented. Originality/value: This exploration showed that different segments of Dutch older adults can be identified based on HRMO. Between these segments there are differences in consumption of protein-rich food groups and functionalities associated with a main meal.