The Influence of Perceived Body Image, Vanity and Personal Values on Food Consumption and Related Behaviour

Abstract

Although food is a vital part of the chemical process of life, the manner in which people choose the foods that they eat is subject to a wide variety of external and internal influences. This study employed a sequential mixed method research design to investigate the influence of perceived body image, vanity and personal values on food purchasing behaviour among 18-to 30-year-old females. It was found that although personal values and orientation have a major influence on the food purchasing and consumption process, vanity, physical health and perceived body image were major factors of influence in the purchasing and consumption decision.