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Using data from five developed countries — the UK, the USA, Norway, Italy and Belgium — food consumption trends are examined. The movement towards healthier eating (internationally) is documented and discussed, and underlying factors which influence the consumer are mentioned. The five countries selected demonstrate many of the typical characteristics of the developed world's eating habits. Probable future trends are listed.

The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing.

This editorial discusses the mutually recursive relationship between food and culture in Asian markets, offers an integrative summary of the special issue and develops several key themes for future research.

Food consumption plays a central role within Asian cultures and markets. Thus, understanding Asian perspectives and contexts provides an important complement and contrast to current theories of food consumption and marketing that have been primarily sited in North American and European contexts. In particular, the complex multiplicity of Asian consumer cultures creates dynamic heterogeneity within Asian food markets.

Although food consumption plays a central role in Asian consumer cultures, extant theory regarding Asian food consumption and marketing is still in its infancy. We highlight important developments in this area that suggest a path for future work.

The authors make three contributions to the literature on food consumption and marketing. First, while engaging with these questions, this issue points to the importance of Asian cultural perspectives into the marketing literature on food consumption. Second, through the articles of this special issue, we trace the relationships between food consumption practices, marketing practices and cultural multiplicity in Asian contexts. Finally, we draw the threads together to provide directions for future research in this area.

This study aims to highlight the impact of altruistic-self and hunger awareness on socially responsible food consumption through the lens of self-awareness and self-congruity theories due to the great challenge of Sustainable Development Goal 2: Zero Hunger.

A survey was conducted with a sample of 812 respondents. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) confirm each variable's structure through the measurement model and test the hypothesis to support a structural model.

The results highlight that the combination of altruistic-self and hunger awareness (AS-HA congruence) drives consumers to execute socially responsible food consumption. Meanwhile, consumers' food-saving attitude mediation translates to the attitude towards responsible and ethical use increasing socially responsible food consumption, a contextual development in the theory of congruence. Conversely, hunger awareness is not confirmed as significantly influencing socially responsible food consumption.

This research provides valuable insights for academicians and practitioners in developing food waste management strategies that can be implemented to reduce food wastage.

Food waste is a global concern and is challenging for many manufacturing, distribution and individual wastage levels. However, food wastage by consumers is one of the most critical problems which can be minimised with awareness and attitudinal changes in behaviour as a form of socially responsible consumption.

There is always a significant amount of speculation as to how the American diet changes over time. Some of speculation is based on what’s good for people, and others base their speculation on various supply and demand issues and the impact of world social changes. However one approach to forecasting the demand for various food products in the American diet is to extrapolate how America’s eating habits would change based on two different scenarios. The first scenario is an cohort model. In this scenario individuals continue their eating habits as they get older. The second scenario is the aging model, with which it is assumed that as people age they adopt the eating habits of the group that they’re moving into.

In this chapter we will evaluate these two scenario-based extrapolation models for projecting food consumption. Data comes from the National Health and Nutrition Examination survey (NHANES), which is conducted regularly by the National Center for Health Statistics (NCHS). It measures levels of consumption with a level accuracy usually not associated with traditional business data services. The specific food items consumed in a 24-hour period are collected for over 30,000 people along with an extensive list of biometric, anthropometric, social, and clinical variables.

The models we evaluate assume that new consumers will enter the market based on projected population growth rates and that consumers “exit” the market based on projected death rates. This chapter applies the models to a subset of the total food variables in the database. Food groups that are pertinent to current issues were selected, such as beef, carbonated soft drinks, and snack foods.

The models forecast food consumption of the by 5 year increments from age 1 to age 85+ an aging cohort model extrapolate how eating habits could be expected to changeover this time interval. The implications of this exercise are essential to the forecasting and management of food processors. The extrapolations may provide guidance for potential changes in capital investment or entry into other markets.

This study aims to experimentally investigate branded functional beverage (BFB) consumption behaviour post-COVID-19 through the lens of a conceptual framework built on three renowned behaviour modification models and to critically evaluate how well subjective norms serve as a moderator in the consumption behaviour relating to such beverage products.

A conceptual model was developed based on the tenets of the theory of planned behaviour (TPB), health belief model (HBM) and value-attitude-behaviour (VAB) model. The study was performed on a convenience sample of 537 respondents aged 18 and up from diverse regions in India using the PLS-SEM method. A total of 444 useable questionnaires were utilized for the final data analysis.

Given the post-pandemic setting, the perceived benefits of BFBs significantly influenced its purchase intention and consumption behaviour. It could grossly impact the media's role (information about COVID-19) and the consumers' interest in healthy food. The study revealed that the information about COVID-19 (role of media) strongly increased interest in healthy food, whereas interest in healthy food positively influenced purchase intention of functional beverages. With interest in healthy food as a “mediator”, the role of media (information about COVID-19) positively influenced purchase intention. It is worth noting the moderating role of subjective norms in the relationship between the role of media (information about COVID-19) and interest in healthy food and that between interest in healthy food and BFB purchase intention.

Food marketers shall skillfully use “opinion” leaders and subject experts in marketing communication campaigns to popularize the link between good food and immunity through COVID-19 and healthy diet-related messages sent via a suitable media platform. This would grab food consumers' interest in BFBs and persuade them to incorporate such items in their daily food milieu. Consumers need to be assured that consuming “functional” products would deliver health benefits and upkeep their body immunity in the post-COVID-19 times.

There has been minimal research on the link between perceived benefits, the role of media, interest in healthy food and consumption behaviour on functional beverages in the post-COVID-19 setting. Moreover, subjective norms have never been probed as a moderator in the consumer behaviour studies on BFBs. This pioneering study applied the tenets of the TPB, HBM and VAB model in the context of post-pandemic functional beverage consumption. The altered study settings caused by the COVID-19 pandemic and the context of a developing economy like India have amplified the research value of this study.

This article aims to explore the influence of values concerning food consumption and the effect of physical activity habit moderation on these.

The consumption value theory was used as a base, and a survey with 292 participants was analysed by means of factor analysis and structural equation modelling.

The findings are presented at three levels. The first is the clustering of food consumption habits in different dimensions: healthy, unhealthy and hybrid. The second is the relationship between values and food consumption. In detail: (1) emotional value is the only significant measurement for the consumption of the three food dimensions; (2) social value is a significant measurement for healthy food consumption; (3) conditional value is significant for the consumption of hybrid and unhealthy foods; (4) epistemic value has significance in the consumption of hybrid foods; (5) functional value is denied for all dimensions. The third concerns the relationship between value perceptions and food consumption moderated by physical activity in: (1) social value of healthy foods; (2) functional value of hybrid foods; and (3) emotional and epistemic values of unhealthy foods.

This paper adds to the literature on consumption values and raises new insights into value and habits regarding food consumption, such as physical activity involved in the consumption context.

Food consumption patterns have changed in many Asian countries over the past two–three decades. It is important to understand the changes in food consumption patterns and its drivers in different country settings as each country has different food cultures, tastes and habits. Thus, the purpose of this paper is to examine the patterns and determinants of food consumption choice and demand in Sri Lanka.

Using Household Income and Expenditure Survey 1990/1991, 2002 and 2012/2013 data, this study explores the relationship between food consumption patterns and the observed changes reported in per capita income, urbanization, structural transformations and demographics. Specifically, present study estimates the probability of consuming main food items such as rice, bread, dhal, vegetables and fish using a multivariate probit model and also estimates income and price elasticities of household major food items by applying Quadratic Almost Ideal Demand System.

This study demonstrates that per capita income, food prices, education level of the household heads, rural–urban affiliation and ethnic background significantly affect the consumption decision of the major food items. Sri Lankan households in general seem to consider that rice and dhal are necessary commodities, whereas bread and fish are luxury commodities.

The lack of panel data and several missing districts in two survey rounds for analysis are limitations of the study.

To the author’s knowledge, this is the first study for Sri Lanka that examines food consumption choice and demand using nationwide data for the last two decades. This study applies novel econometric techniques to account for various issues in data analysis.

The purpose of the paper is to understand the meanings young people give to their food consumption practices in the mealtime interdependencies at home or at school.

The paper uses an interpretive research strategy and adopts a multi‐method approach that includes depth interviews, visual diaries, and participant observations during school and family mealtimes. Informants were young people aged between 13 and 17.

The paper finds a key theme that is emerging in relation to the meanings created with food consumption is the relationship between formal and informal environments for food consumption and between parental and teacher control, and how these are mediated by the media. In response to mealtime interdependencies, informants adopt rebellious and informal everyday mealtime practices such as “eating‐in‐front‐of‐the‐television”, “eating‐at‐any‐time”, and “speed‐eating”. The emergent practices may be interpreted as a form of intergenerational conflict communicated through consumption acts, and ways of negotiating social relationships within social institutions.

The environment of food consumption may affect the uptake of school meals as well as family meals, and this may impact upon young people's dietary choices and behaviour. Additionally, the results indicate that parents (and teachers) learn from children about new ways to maintain family relatedness and love at mealtimes.

The work in this paper explores the realm of food consumption practices as a political arena involving social institutions.

In the 1960s, the Spanish diet was a typical example of the Mediterranean diet. However, in the 1990s, Spanish consumers have moved away from that pattern. This has been the result of many different changes over that period of time. It is important to know how a Mediterranean country moves from a considered healthy diet to another which is not so and the reasons behind that change. There might be a number of policy implications to reinforce food consumption habits which are not properly taken into consideration when a country goes through economic development. Nowadays, public institutions in Spain are concerned about changing diets. They provide information and encourage the appropriate education to achieve those aims. Among other things, they try to promote typical regional products of high quality as well as to avoid unhealthy food habits, by providing nutritional educational programmes at schools, jointly with other policies.