Relationship between Hedonic Hunger and Health Interest on Habit and Sodium Intake Patterns in Food Consumption

Abstract

Many people are motivated to eat healthily but find it difficult to override established and less healthy habits. Habits, by their nature, are unconscious and cued by the environment, thus making them powerful determinants of behavior. This study examined how hedonic hunger and health interest are related to habit and whether sodium consumption is mediated by hedonic hunger, health interest, and habit. A total of 117 students of Universitas Brawijaya took part in the study. Data analysis were done using Partial Least Square (PLS) and a semi-quantitative food frequency questionnaire (SQ-FFQ). PLS was used to analyze the influence of the relationship between independent and dependent variables. SQ-FFQ was used to determine sodium intake in grams/day. The average sodium intake in this study was 2.47 grams/day. This analysis shows that hedonic hunger and health interest had a significant impact on health habits but not on sodium intake.

Not Hungry, but Still Snacking: The Association Between Hedonic Hunger and Snacking Behaviour Among Young Adults in Vadodara, Gujarat

“…Hedonic Hunger is now considered the new measure of appetite that can be defined as the desire to consume more appetising food items in the absence of physical hunger [ 14 , 15 ]. The power of food scale assessment showed that hedonic hunger was moderately present in 51.3% of the individuals along with 23.3% of individuals who showed severe signs of hedonic hunger and were thought to have stronger stimulus towards consumption of delicious foods rich in salt, sugar, and fat.…”

Digital Marketing and Fast-Food Intake in the UAE: The Role of Firm-Generated Content among Adult Consumers

“…For instance, if someone sees a social media ad about a new gourmet burger at a fast-food restaurant and has a positive attitude towards that ad, they are more likely to decide to try that burger on their next restaurant visit. This behavior could become a pattern if the individual finds the experience satisfying [73]. Previous studies in marketing and consumer psychology have demonstrated that attitudes towards advertising can influence purchasing decisions and, by extension, consumption patterns [9,36,49,70,76].…”

“…Understanding it could be crucial to discern how consumer preferences and behaviors translate into specific food choices, or dietary habits, particularly in the context of fast food. Santoso et al [73], in their work on sodium intake, outline how consumption patterns are defined by repetitive behavior in a given situation. While the development of habits and patterns in daily routines (like eating) optimizes decisions, they might not always lead to positive outcomes if the products consumed are not healthy [5,21,[23][24][25][26].…”

“…The underlying logic of this relationship is that individuals more accustomed to shopping online may be more inclined to use fast food delivery services or mobile apps for ordering [79]. This is based on the Technology Acceptance and Use Theory, suggesting that familiarity with technology and usage behavior facilitate the adoption of similar behaviors (placing orders online) [80], and this acceptance could shape their consumption patterns [73]. For instance, those individuals used to purchase other products online might find it easier and more convenient to use apps to order food from fast-food restaurants, rather than physically visiting the establishment.…”

“…For instance, if a close friend positively endorses a newly tried burger from their favorite fast-food restaurant, the likelihood of one being inclined to taste the said food increases. Such endorsements could escalate the frequency of such food consumption, fostering specific consumption patterns [73]. Furthermore, the dissemination of WOM on social media platforms could magnify this effect, given that recommendations and reviews reach a broader audience [85,86].…”