Investigating the Motivational and Influencing Factors on Choosing Food Items ‎for Healthy and Quality Eating by Citizens of Tabriz, Iran

Given the increasing prevalence of nutrition-related diseases, choosing suitable food items for different age groups has become a critical concern in modern societies. Food choices are influenced by a combination of individual characteristics, social context, and cultural factors. Understanding these determinants can help policymakers design more effective interventions to promote healthy eating behaviors among the population. This study aimed to identify key nutritional factors and examine the motivations underlying food selection, as well as to investigate the factors affecting the purchase and consumption of food items among residents of Tabriz, Iran. In this descriptive cross-sectional study, ۲۰۹ valid and reliable questionnaires, developed by the researchers, were randomly administered to volunteer citizens of Tabriz. The collected data were analyzed across multiple domains, including nutritional knowledge, healthfulness of food, cost, weight management, sensory appeal such as appearance and taste, natural ingredients, ease of preparation, accessibility, and the reputation of the producer. Demographic analysis revealed that the majority of participants were female (۶۱%), with a mean age of ۳۶.۵۳ ± ۷ years, and most were married. About ۶۰% of respondents had education levels above a master’s degree, and ۳۲.۵% reported an income range of ۲۰–۴۰ million IRR. Occupation was found to significantly influence both price (p=۰.۰۴۶) and health considerations (p=۰.۰۰۶), with housekeeping also showing significant effects on these two factors. Education had a significant impact on price (p=۰.۰۰۱) and weight management (p=۰.۰۰۴), while occupational category affected price (p=۰.۰۰۴) and weight control (p=۰.۰۰۲). Income level showed a significant association with price (p=۰.۰۴۰) and health (p=۰.۰۱۱). Among the factors studied, price, health, and ease of cooking emerged as the most influential determinants of food choices, whereas the sense of cheerfulness had the least impact. The researcher-designed questionnaire demonstrated high validity, indicating that it can effectively be used to assess motivational and influencing factors in food selection in Iran.

کلیدواژه ها:

Purchase motivation ، Food choices ، Healthy diet ، Food Choice Questionnaire (FCQ)