Browsing by Author "Borg, Susanna"

Objectives. Various motivational factors affect diet in addition to conscious motives. In this study it is examined how motivational factors are linked to the extent of consuming animal-based products. It is also analysed whether general motivational factors are more related to diet than food choice motives. The examined diets are omnivorism, semi-vegetarianism, pesco-vegetarianism, lacto-ovo vegetarianism and veganism. Methods. 453 16-71 year old people participated in the study, of whom 76.8% were female and 19.2% male. Participants filled eForm that evaluated through self-assessment participants’ food choice motives, disgust, modern health worries, values, behavioral activation (BAS) and behavioral inhibition (BIS). Results and conclusions. Omnivorism was more likely followed when traditional and tasty food choices were highly valued. Vegetarianism was more likely followed when healthy food choices, universalism and power were highly valued. Omnivorism was more likely followed by men and older people but sex and age did not explain the effect of motivational factors. Overall, diet is affected by both food choice motives and general motivational factors. Differences in motivational factors were found between various vegetarian diets. All in all, limiting animal-based food in diet is not only a conscious choice but is affected by various motivational factors such as values.