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Dine-in or take-out: Modeling millennials’ cooking motivation and choice

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  • Namin, Aidin
  • Ratchford, Brian T.
  • Saint Clair, Julian K.
  • Bui, My (Myla)
  • Hamilton, Mitchell L.

Abstract

Students, in general, get into undesirable eating habits, partly due to the decrease in consumption of unhealthy, prepared food items (e.g., take-out). This research applies a multi-method approach to modeling the motivations behind cooking behavior for this cohort of young-adult consumers. Focus groups are conducted and findings are incorporated into an integrative framework to develop and estimate three quantitative choice models for predicting millennials’ cooking behavior. Data for this analysis are collected from surveys of millennial college students in two large metropolises in the US. Extending previous research, self-fulfillment (i.e., sense of achievement from consuming an activity) is found to positively predict cooking behavior. Cooking skill also has a positive association with the incidence of cooking and eating at home. Furthermore, the adverse effect of time needed to cook diminishes with greater cooking skill. Not conforming to previous literature, social motivation (i.e., motivation to socialize with others) has mixed support, and hedonic motivation (i.e., feeling of pleasure from cooking) is a negative predictor of cooking behavior. We offer first-hand implications for research on cooking as a consumed activity, and develop practical interventions.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:53:y:2020:i:c:s0969698919303121
    DOI: 10.1016/j.jretconser.2019.101981
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