Eureka! Institutional Repository

The concept of value is central to consumer decision making. This literature review reports the results of published researches performed to determine the influences of value patterns on the food related behaviour. It addresses which specific values play a role in predicting consumer’s behaviour toward food preferences. The central question is whether this behaviour is influenced by specific values. We identify several themes that reflect the various rationales used by consumers when deciding to purchase food. These data provide strong support for the fact that value orientations are important factors in influencing food consumption behaviour. They imply a meaningful relationship between specific values and food-related choices, and suggest that values might play a role in explaining consumption toward food products. The food industries must better understand the variety of values consumers hold regarding food. We conclude with suggestions for further research.