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Leaving home: Food choice behavior of young German adults

Author

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  • Harker, Debra
  • Sharma, Bishnu
  • Harker, Michael
  • Reinhard, Karin

Abstract

Like other western countries, Germany too reports record numbers of overweight and obese individuals with young German adults in a particularly high-risk position. As such, this study sought to investigate if food choice varied by the place of residence (dependent or independent) of these young adults. Using a self-administered questionnaire, analyses of quantitative data from 305 German students between the ages of 18 to 24Â years indicate that students living in the family home consume more serves of both fruit and vegetables each day in comparison to young adults living independently. Further, higher proportions of dependent students eat more serves of every food group each day in comparison to their independent counterparts. The study finds a significant difference in mood, weight concern, and attitudes towards healthy eating between students under 21Â years old and those above 21Â years old. This study demonstrates clear implications for a number of stakeholders. The individuals themselves must better develop skills in both food choice and food management, including budgeting. Parents can facilitate this development whilst the children are in the family home and then encouraging empowerment once the student makes the transition to college or university. The article includes implications for marketers and social marketers; the former must offer more information and guidance on food choice, for example, through better food labelling, the latter must address these message issues for future attitude and behavioural change campaigns.

Suggested Citation

  • Harker, Debra & Sharma, Bishnu & Harker, Michael & Reinhard, Karin, 2010. "Leaving home: Food choice behavior of young German adults," Journal of Business Research, Elsevier, vol. 63(2), pages 111-115, February.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:2:p:111-115
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    References listed on IDEAS

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    1. Bagozzi, Richard P & Warshaw, Paul R, 1990. "Trying to Consume," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 127-140, September.
    2. Gee, G.C. & Ro, A. & Gavin, A. & Takeuchi, D.T., 2008. "Disentangling the effects of racial and weight discrimination on body mass index and obesity among Asian Americans," American Journal of Public Health, American Public Health Association, vol. 98(3), pages 493-500.
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    Cited by:

    1. Namin, Aidin & Ratchford, Brian T. & Saint Clair, Julian K. & Bui, My (Myla) & Hamilton, Mitchell L., 2020. "Dine-in or take-out: Modeling millennials’ cooking motivation and choice," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Berg, Nathan & Preston, Kate L., 2017. "Willingness to pay for local food?: Consumer preferences and shopping behavior at Otago Farmers Market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 343-361.
    3. Mumford, Elizabeth A. & Liu, Weiwei & Hair, Elizabeth C. & Yu, Tzy-Chyi, 2013. "Concurrent trajectories of BMI and mental health patterns in emerging adulthood," Social Science & Medicine, Elsevier, vol. 98(C), pages 1-7.

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