It is suspected that the transition from dependent living in the family home to independent living during young adulthood influences food choice. Both Australia and Germany report record numbers of overweight and obese individuals with young adults in both countries 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. A selfadministered questionnaire was used to collect quantitative data from 305 German students and 310 Australian students between the ages of 18 to 24 years. Findings indicate that there is a significant difference in food motives of university students in these countries, particularly in terms of convenience, sensory appeal, natural content, price and attitudes towards healthy eating. German students also ate significantly less amounts of vegetables; milk, yoghurt or cheese; meat, fish, poultry, eggs, nuts, or legumes; and also the total number of serves than did Australian students. Further, German dependent students, compared to their Australian counterparts, have significantly different food motives for: convenience, sensory appeal, natural content and price. In terms of food serving, dependent German students, compared to their Australian counterparts, consume significantly less vegetables; meat, fish, poultry, eggs, nuts or legumes. In terms of food motives, independent German students are significantly lower than Australian independent students in: health, convenience, sensory appeal, and price but significantly higher in natural content. In terms of serving of food, independent German students eat significantly less vegetables; bread; milk yoghurt or cheese; meat, fish, poultry, eggs, nuts or legumes than independent Australian students. This is also the case for total number of serves.
2008 Australian and New Zealand Marketing Academy Conference (ANZMAC): Marketing: Shifting the Focus from Mainstream to Offbeat, Sydney, Australia 1-3 December 2008
Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference / D. Spanjaard, S. Denize and N. Sharma (eds): pp.1-7