Values, Vanity and Young Women: An Investigation into Food Purchasing Behaviour

Abstract

Although a large and growing proportion of the Australian economy is devoted to the manufacture and retailing of food products, little research has been conducted into the influence of personal values and vanity on the food purchasing behaviour of young women. The research design for this study involved initially a qualitative phase and then the results were used to design a subsequent quantitative phase to investigate the importance of these factors on the food purchasing behaviour of 18 to 30 year old females. The study found that personal values, vanity, physical health, perceived body image and various marketing activities were major factors of influence in the purchasing and consumption process of this age group of Australian women.