Differences in health and taste attitudes and reported behaviour among Finnish, Dutch and British consumers: a cross-national validation of the Health and Taste Attitude Scales (HTAS)
K. Roininen et al., Differences in health and taste attitudes and reported behaviour among Finnish, Dutch and British consumers: a cross-national validation of the Health and Taste Attitude Scales (HTAS), APPETITE, 37(1), 2001, pp. 33-45
The Health and Taste Attitude Scales (HTAS) developed by Roininen, Lahteenm
aki and Tuorila in 1999 measure the importance of health and taste aspects
of foods in the food choice process. These multi-item scales consist of set
s of statements, ranging from "strongly disagree" to "strongly agree", whic
h further divide into three Health (General health interest, Light product
interest and Natural product interest) and three Taste (Craving for sweet f
oods, Using food as a reward and Pleasure) sub-scales. Finnish (N=467), Dut
ch (N=477), and British (N=361) respondents completed a questionnaire which
contained four components: the HTAS, a separate "paper and pencil task" of
choosing a food for a snack; pleasantness, healthiness and frequency of co
nsumption of eight foods; and the Restraint Eating Scale of the Dutch Eatin
g Behaviour Questionnaire (DEBQ). The latter three components were included
in order to validate various aspects of the HTAS. The factor structure of
HTAS was found to be equal in all three countries. However, there were some
minor differences in factor loadings among countries, e.g. the Natural pro
duct interest and Pleasure sub-scale items had lower factor loadings in the
UK than in Finland and The Netherlands. Finnish respondents had the most p
ositive attitude towards light products. Dutch and British respondents scor
ed higher on all Taste sub-scales than their Finnish counterparts. Responde
nts' health-related attitudes were good predictors of their "healthy food c
hoices" in the snack task and self-reported consumption. Two of the Taste s
ub-scales (Craving for sweet foods and Using food as a reward) predicted we
ll respondents' self-reported consumption of, for example, full-fat chocola
te bars. All the Health and two of the Taste sub-scales proved to be useful
tools for characterizing consumer attitudes within and between countries.
(C) 2001 Academic Press.