Importance of food choice motives vary with degree of food neophobia.

Abstract Food Neophobia (FN) is a stable trait that measures individuals’ propensity to avoid novel/unfamiliar foods. In this research, focus was directed to covariation between FN and food choice factors as measured using two variants of the food choice questionnaire (FCQ). To our knowledge, there are no previous studies which investigates these associations in detail, and in this regard the present research advances understanding of individual differences in FN and FCQ. Existing survey data were used, collected in the USA and Australia with ∼1500 and ∼750 consumers, respectively. Data from New Zealand came from studies conducted at central location test (CLT) facilities (N∼400, N∼1100). There were many consistencies in results across the four studies, and this was noteworthy considering that the data were obtained in 3 different countries across more than 10 years and with participants in CLT and online studies. The FCQ factor Familiarity always gained in importance with increasing FN. The FCQ factor Convenience also always gained in importance with increasing FN, in particular importance of simplicity in preparation and cooking. Conversely, the factors Health and Natural Content decreased in importance, as did factors linked to Environmental and Social Justice concerns. Price and Sensory Appeal remained very important for daily food choices among “neophobic” and “neophilic” consumers alike, and this mirrors past studies from diverse consumer populations. The importance of Mood was low regardless of FN status. Additional research is needed to confirm that these findings generalise to consumers in other countries, and assuming they do, this work contributes to the mounting evidence of the pervasive effects of FN on consumers’ food-related experiences and motivations. Determining why FN influences food choice motives is an important next step.