Hedonic-vs. health-based approach to food: An explorative study of extrinsic attributes importance among French and Italian consumers

Understanding the psychological and behavioral factors that influence consumers’ food choices is essential for public health and provides a crucial foundation for interventions aimed at promoting healthier diets. Research has shown that food decisions are significantly shaped by both hedonic preferences and health considerations. However, how consumers with different approaches to food prioritize various food attributes has yet to be thoroughly explored. This paper aims to address this gap by exploring how hedonic and healthy eating behavior vary in the importance given to extrinsic attributes. A cross-sectional survey was conducted among nationally representative samples of consumers in Italy and France (N=2,000). Consumer perceptions of six food attributes were analyzed using ordered logistic regression to examine the influence of hedonic and health-conscious eating behaviors. Results showed that respondents following a more hedonic approach to food prioritize food attributes differently based on their cultural heritage, with notable distinctions between French and Italian consumers. French consumers tend to perceive a conflict between hedonic preferences and sustainability attributes. In contrast, Italian consumers do not exhibit these conflicts. Consumers who pay more attention to health when choosing food also tend to give more importance to all extrinsic attributes. This pattern was observed in both Italian and French samples, suggesting that health-conscious individuals are more likely to make food decisions based on information and careful evaluation of product characteristics. • Hedonic and health eating styles shape importance given to food extrinsic attributes • Cultural background shapes link between pleasure and sustainability perception • Health-conscious consumers engage more with food information and labeling • Brand trusted and valued more by hedonic consumers in both Italy and France • Millennials and educated consumers prefer sustainability-related food attributes