Short CommunicationConceptualization of food choice motives and consumption among Japanese in light of meal, gender, and age effects

Appropriate choice and consumption of meals are important to optimize diet quality. Nevertheless, the relationship between the conceptualization of food choice motives and consumption has yet to be elucidated. The current study attempts to delineate the effects of meals (breakfast, lunch, and dinner), gender, and age on psychologically defined food properties in three conceptual dimensions, namely, desired-to-be-eaten, ought-to-be-eaten, and actually-consumed foods, based on self-reporting among 100 Japanese participants. Results showed that there were large discrepancies between food choice motives (composed of desired- and ought-food dimensions) and actually-consumed foods. Accordingly, the effects of meal on food properties were examined in each dimension respectively, and meal effects were supported in all dimensions. Although food choice motives did not differ across age groups, people in their 40's rated the properties of the foods they actually consumed substantially lower than did other age groups. No gender effect was observed. There were higher correlations between desired- and ought-dimensions across meals compared with between desired- and actual- and between ought- and actual-dimensions. In addition, association between dimensions was stronger at dinner compared with breakfast.

► Meal choice and actual consumption has been conceptualized for Japanese consumers. ► There were discrepancies between meal choice motives and consumed meal properties. ► Meal effects were found in both meal choice motives and consumed meals.