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Motivations Underlying Food Choice (N=185)
| Motivation | Not At All (%) Important (%) | A Little Important (%) | Moderately Important (%) | Very Important (%) |
|---|---|---|---|---|
| Health | 28.6 | 21.1 | 20.5 | 29.7 |
| Mood | 42.2 | 23.2 | 18.4 | 16.2 |
| Convenience | 15.1 | 11.4 | 14.6 | 58.9 |
| Sensory Appeal | 5.4 | 11.4 | 27.6 | 55.7 |
| Natural Content | 25.4 | 36.8 | 19.5 | 18.4 |
| Price | 14.1 | 13.5 | 24.9 | 47.6 |
| Weight Control | 32.4 | 12.4 | 15.7 | 39.5 |
| Familiarity | 28.1 | 18.9 | 15.1 | 37.8 |
| Ethical Concern | 56.8 | 27.0 | 8.6 | 7.6 |
