Current food choices behaviour amongst the Maltese and the reasons behind them : a quantitative study aimed to learn more about the motives behind food choices within Maltese families

Abstract

Local food consumption patterns are leaning towards a local problem related to obesity caused by food consumption, which has also a parallel with foreign food consumption patterns. This study highlighted the different motives that people use in their choice of different foods which has socio-demographic patterns, psychological and physiological factors behind it. Moreover, the effect of marketing also has its own effects in the choices of different foods. One of the aspects that emerged as very important for people in the choice of their foods is the convenience aspect which emerges in different stages related to meal planning, preparation, consumption, clearing up and shopping. Different studies have emerged which have investigated the aspect of convenience in food shopping. The questionnaire administered by Anna Botonaki et al (2008) was chosen and corroborated with aspects from the Food Choices Questionnaires in order to perform a quantitative research in two populations from San Ġwann and Fgura, two towns in Malta. A total of 139 valid questionnaires was obtained and inputted in the SPSS application to conduct an analysis. The author distributed and collected the questionnaire himself from the two localities giving ample time to be filled in by the respondents. The author also inputted the data from the questionnaire and extracted various statistical indicators to investigate the frequencies which existed and to determine the internal reliability of the questionnaire. A multiple regression analysis highlighted that the aspect of health consciousness was one of the determining factors in food choices. A closer investigation on the descriptive statistics on the variables studied in the questionnaire showed that if the aspect of time had to be changed, it would make a difference in the outcome of the other variables, even from the different responses that were given when filling out the questionnaires. Finally, different recommendations are made in relation to the results of the research. The researcher believes that this greater awareness could lead to improvements in people lifestyle. The same recommendations are also relevant for marketers in the promotion of food who could play a crucial part in promoting this better lifestyle.