Factors Affecting Food Choice Among University Students in Malaysia

This study investigates the variables affecting university students' food Choices. A total of 361 respondents were selected using a simple random sampling technique. Data were collected through a self-administered questionnaire, data gathered. The Food Frequency and the Food Choice Questionnaires were used to assess dietary intake and food choice characteristics adapted from Steptoe, Pollard, and Wardle (1995). The study examined various food selection criteria including health, price, convenience, familiarity, and sensory appeal. The results indicated that sensory appeal was the most important factor influencing food choices among university students, while price was the least important. A significant relationship between food choice factors and their food intake. Students showed a strong concern forboth sensory appeal and convenience. Due to limited resources, students prioritized the sensory appeal of food over other factors, with sensory appeal sometimes acting as a barrier to healthy eating. Future research should explore these factors in different geographical areas and educational institutions.