Eureka! Institutional Repository

Object: People's dietary choices are influenced by many factors; as a result it requires a multi-faceted approach. Ease of food preparation and purchase, physical composition, cost and value for money, packaging and ethical concern for the country of origin have a significant influence on the food choice of process. At the individual level, food choice is related to the importance of health, mood and treatment of anxiety, sensory appeal (taste, aroma, and texture), weight control, and familiarity with specific foods. The main purpose of the study is to investigate the motivations of adult consumers, which influence their eating habits, as well as their relationship to demographic particularities. Methods: The study carried out in Patras and Thessaloniki, where 365 respondents were interviewed from February to June 2016. Results: 87.9% of the sample considers the enhancement of their health important factor, while 7 out of 10 choose foods that make them feel good. Still, 70% of respondents with monthly income of less than 500 € prefer to buy food from stores near their home or work, and 9 out of 10 consider taste of food an important factor. The good value for money considers 71.3% of respondents and 82.8% is of great importance for natural ingredients. In addition, 2 out of 3 women prefer low-fat products, while 32.8% of older people prefer food that reminds them about foods they ate as children. Finally, 24.4% under the age of 26 hold a neutral position on the environmental issues of their food of choice. Conclusion: Nutritional habits differ mainly according to gender, monthly income and age. Appropriate strategies must be developed to promote multiple factors combined for different population groups.