Personal Values, Vanity, Physical Health, and Perceived Body Image Influences in Food-Purchasing and Consumption Decisions



While weight, health, diet, and exercise receive constant media and governmental attention, relatively little is known about the influence of body image in the food consumption process. Moreover, there is general consensus within the literature that the factors that influence consumption behavior can have a different impact on different consumer groups. Body image, for example, is perceived to be a modulating force in the consumption behavior of young women. As a result, there is a need for an empirically based understanding of the factors that influence food-purchasing and consumption behavior among this group. Studies have investigated the links between perceived body image and food-purchasing behavior. In 18- to 30-year-old women, it has been shown that personal values, vanity, physical health, and perceived body image were major factors of influence in the purchasing and consumption decisions of this group. It was also identified that respondents across these studies engaged in healthy and unhealthy consumption practices in order to achieve their perceived body image ideals.


Body Image Body Shape Physical Appearance Consumption Behavior Consumption Decision 



List of values (a list or scale of questions developed by Kahle (1983) to identify the influence of personal values on behavior)


The Center for Science in the Public Interest


  1. Anderson A, Millburn K, Lean M. In: Marshall D, editors. Food choice and the consumer. London: Blackie Academic & Professional; 1995. pp. 105–29.CrossRefGoogle Scholar
  2. Beatty SE, Kahle L, Homer P, Misra S. J Psychol Marketing. 1985;2:181–200.CrossRefGoogle Scholar
  3. Blamey RK, Braithwaite VA. J Sustain Tourism. 1997;5:29–45.CrossRefGoogle Scholar
  4. Bourdieu P. Distinction: a social critique of the judgement of taste. London: Routledge and Kegan Paul; 1986.Google Scholar
  5. Center for Science in the Public Interest. A diners guide to health and nutrition claims on restaurant menus. Washington DC: Center for Science in the Public Interest; 1997.Google Scholar
  6. Chang KC, editor. Food in Chinese culture: anthropological and historical perspectives. New York: Yale University Press; 1977.Google Scholar
  7. Douglas M. The Annual Report of the Russell Sage Foundation (1977–1978). New York: Russell Sage; 1978.Google Scholar
  8. Flandrin JL, Hyman P. Food foodways. 1984;Sample issue:1–32.Google Scholar
  9. Getley A. VCE human development, 2nd edn. Melbourne: Macmillan; 1995.Google Scholar
  10. Goody J. Cooking cuisine and class: a study in comparative sociology. Cambridge: Cambridge University Press; 1982.Google Scholar
  11. Goward P. Body image and eating awareness. Melbourne: The Victorian Health Promotion Foundation; 1993.Google Scholar
  12. Hall J, Lockshin L, O’Mahony GB. Int J Wine Market. 2001;13:36–53.CrossRefGoogle Scholar
  13. Jago L. The analysis of values in major events. Unpublished doctoral thesis. Melbourne: Victoria University; 1998.Google Scholar
  14. Kahle LR. Social values and social change: adoption to life in America. New York: Warner; 1983.Google Scholar
  15. Kahle LR. J Market. 1986;50: 37–47.CrossRefGoogle Scholar
  16. Kamakura W, Wagner A, Mazzon, JA. J Consumer Res. 1991;18:208–18.CrossRefGoogle Scholar
  17. Kamakura WA, Novak TP. J Consumer Res. 1992;19:119–32.CrossRefGoogle Scholar
  18. Keane A, Willetts A. Nutrition Food Sci. 1994;94:5–17.Google Scholar
  19. Koval, R. Eating your heart out: food, shape and the body industry. Australia: Penguin; 1986.Google Scholar
  20. Kozup JC, Creyer EH, Burton S. J Market. 2003;67:19–34.CrossRefGoogle Scholar
  21. Lightstone J. Improving; 1999.
  22. Marshall D. Food choice and the consumer. London: Chapman & Hall; 1995.CrossRefGoogle Scholar
  23. Mikela J. In: Meiselman HL, editors. Dimensions of the meal: the science, culture, business, and art of eating. Gaithersburg: Aspen; 2000; pp. 7–18.Google Scholar
  24. Mennell S. All manners of food. London: Blackwell; 1985.Google Scholar
  25. Muller TE. J Int Consumer Market. 1989;1:57–79.CrossRefGoogle Scholar
  26. Netemeyer RG, Burton S, Lichtenstein DR. J Consumer Res. 1995;21: 612–26.CrossRefGoogle Scholar
  27. O’Mahony GB, Hall JA. J Hospitality Tourism Manage. 2007;13:57–69.CrossRefGoogle Scholar
  28. O’Mahony GB. J Hospitality Tourism Manage. 2004;1:19–27.Google Scholar
  29. Pyke M. Food science and technology. London: John Murray; 1970.Google Scholar
  30. Raats M, Daillant-Spinnler B, Deliza R, MacFie H. In Marshall D, editor. Food choice and the consumer. London: Blackie Academic & Professional; 1995. pp. 239–63.CrossRefGoogle Scholar
  31. Rokeach M. Beliefs attitudes and values. San Francisco: Jossey Bass; 1968.Google Scholar
  32. Rozin P. In: Meiselman HL and MacFie HJ, editors. Food choice, acceptance and consumption. London: Blackie Academic & Professional; 1996. pp. 83–104.CrossRefGoogle Scholar
  33. Rozin P. Psychol Today. 2000;33:48–56.Google Scholar
  34. Sassen S. Globalisation and its discontents: essays on the new mobility of people and money. New York: The New Press; 1998.Google Scholar
  35. Sherratt A. Drugs in History and Anthropology, Eds. J. Goodman, P. Lovejoy and A. Sherratt, Routledge, London 1995.Google Scholar
  36. Stockley L. The Food Network, London 1991.Google Scholar
  37. Thompson SB. Eating disorders: a guide for health professionals. London: Chapman & Hall; 1990.Google Scholar
  38. Thompson JK. Body image, eating disclosure, and obesity. Washington, DC: American Psychological Association; 1997.Google Scholar
  39. Vinson DE, Scott JE, Lamont LM. J Market. 1977;41:44–50.CrossRefGoogle Scholar
  40. Visser M. Much depends on dinner. Toronto: McClelland & Stewart; 1986.Google Scholar
  41. Visser M. The rituals of dinner: the origins, evolution, eccentricities, and meaning of table manners. New York: Penguin Books; 1992.Google Scholar
  42. Wright LT, Nancarrow C, Kwok PM. Br Food J. 2001;103:348–57.CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media, LLC 2011

Authors and Affiliations

  1. 1.School of Hospitality, Tourism and MarketingVictoria UniversityMelbourne CityAustralia

Personalised recommendations