This study examines the factors affecting perceptions by US consumers about
the importance of following each type of healthy diet recommendation based
on the Dietary Guidelines for Americans. Results generally suggest that in
dividuals from the Northeast and non-metropolitan areas, males, less educat
ed, not on a special diet, and those who have a lower perception of the ove
rall importance of nutrition when food shopping are generally less likely t
han their counterparts to perceive individual diet recommendations as impor
tant. Income, age, and body mass index also are significant factors for som
e individual healthy diet recommendations. Understanding consumers' percept
ions about the importance of choosing healthy diets is an important prelimi
nary step in changing dietary behavior and nutrition policies. Given worldw
ide trends toward Westernized diets and resulting increases in related heal
th problems, the findings of this study may have relevance not only in the
US but also globally. (C) 1999 Elsevier Science Ltd. All rights reserved.