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ISSN : 1738-3110

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Vol.12 No.5

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A Study on the Factors Influencing Long-Term Goal-Relevant Food Consumption

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2014, v.12 no.5, pp.49-59
https://doi.org/https://doi.org/10.15722/jds.12.5.201405.49
Choi, Nak-Hwan
Yang, Pianpian
Liu, Cong
Choi,, N. , Yang,, P. , & Liu,, C. (2014). A Study on the Factors Influencing Long-Term Goal-Relevant Food Consumption. The Journal of Distribution Science, 12(5), 49-59, https://doi.org/https://doi.org/10.15722/jds.12.5.201405.49

Abstract

Purpose - This research aims to explore factors that could facilitate and/or impede consumers' long-term goal-relevant food consumption, in the pursuit of a long-term goal. Research Design, Data, and Methodology - The main experiment's sample comprised 289 female students at C University. The structural equation model of the Amos 18.0 program was used to verify the hypotheses. Results - Hypotheses concerning positive effects of long-term goal commitment and expectancy of long-term goal attainment, and negative effects of pleasure-seeking needs on long-term goal-relevant food consumption behaviors were accepted. Furthermore, self-efficacy's positive effects on long-term goal commitment and expectancy of long-term goal attainment, and negative effects on the strength of pleasure-seeking were explored. Appearance self-esteem negatively affected long-term goal commitment. Conclusions - Individuals' self-efficacy positively affects long-term goal commitment and expectancy of long-term goal attainment, and significantly weakens the need to seek pleasure in food consumption behaviors. Appearance self-esteem negatively affects long-term goal commitment. Both long-term goal commitment and expectancy of long-term goal attainment significantly positively influence long-term goal-relevant food consumption behaviors. However, those heavily needing pleasure-seeking are less likely to engage in such behaviors.

keywords
Appearance Self-Esteem, Goal Commitment, Goal-Relevant Consumption, Pleasure-Seeking, Self-Efficacy

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