title: Motives underlying food consumption in the Western Balkans: consumers' profiles and public health strategies.
abstract: OBJECTIVE
  This study aims to identify subgroups of consumers based on the health motives underlying their food choice in Western Balkan Countries.
  
  
  METHODS
  The survey (n = 2943) was based on the Food Choice Questionnaire (FCQ) and elicited information on socio-demographic characteristics, consumption frequency of healthy food products, nutrition knowledge and impulsiveness. Analysis of the FCQ data focused on items of "health and natural content" and "weight control" factors to identify clusters.
  
  
  RESULTS
  The biggest group of the sample was weight control and health-concerned individuals (34 %), mainly urban women older than 50. The second group of respondents (31 %) was moderately motivated about health and weight. A third group was health concerned but paid less attention to weight control (21 %), mainly comprising men and people living with children. The last group consisted of unconcerned young men (14 %) eating less fruit and showing higher impulsiveness.
  
  
  CONCLUSIONS
  Western Balkan consumers differ in the importance they attach to health and natural content and weight control. This insight is needed to target interventions.
authors.affiliation: Clermont Université, VetAgro Sup, UPSP no 2011-03-100, CALITYSS, BP 10448, 63000, Clermont-Ferrand, France, julie.mardon@vetagro-sup.fr.
authors.forename: Julie
authors.initials: J
authors.lastname: Mardon
authors.forename: Elise
authors.initials: E
authors.lastname: Thiel
authors.forename: Martine
authors.initials: M
authors.lastname: Laniau
authors.forename: Siet
authors.initials: S
authors.lastname: Sijtsema
authors.forename: Karin
authors.initials: K
authors.lastname: Zimmermann
authors.forename: Dominique
authors.initials: D
authors.lastname: Barjolle
mesh_terms: D000293:Adolescent; D000328:Adult; D000367:Age Factors; D063368:Balkan Peninsula; D001835:Body Weight; D002755:Choice Behavior; D004032:Diet / Q000523:psychology*; D005061:Europe, Eastern; D005260:Female; D005518:Food Preferences / Q000523:psychology*; D015438:Health Behavior; D006801:Humans; D008297:Male; D008875:Middle Aged; D009042:Motivation; D011634:Public Health; D012737:Sex Factors; D055815:Young Adult