Journal of Tourism and Hospitality Management

Underlying Motivations for Food Choices and Their Influence on Healthy Eating among Millennials
Dec Vincent M. Lafuente, Jomel Cedric A. Catin, Mooreen Grace R. Dagoc, Crystal Mae N. Egos

Abstract
This study aimed to examine the underlying motivations behind food choices and their influence on healthy eating among millennials. We randomly surveyed 394 respondents between the ages of 19 and 37. This study utilizes a quantitative research design to quickly analyze the findings of numerical data from the study's target respondents. The statistical tools used in this study were Mean Percentage, Pearson r, and Frequency count. To add more, the research instruments in this study tested that the information authenticated was used as a data source. Findings indicated that motivations behind food choices among millennials are consistently evident. However, their index diet result suggests that healthy eating is only occasionally observed. This implies that although the two variables are in response to one another, the relationship is not very strong. The generated result of this study also suggests that the moderating factor, educational level, impacts all predictors for food choices. For instance, the high overall mean result of the factor of health concern and the higher level of education will lead to a higher mean effect on the healthy diet index. Millennials make healthier eating choices; healthy meals should be readily available where millennials mostly purchase their food. Nutritious foods should be emphasized and distinguish themselves from competing products using engaging food labels that include information on calories, nutrients, and recommended portions.

Full Text: PDF     DOI: 10.15640/jthm.v11n2a4