Heterogeneity in barriers regarding the motivation, the opportunity and the ability to choose low-calorie snack foods and beverages: associations with real-life choices.
Employing Rothschild's Motivation-Opportunity-Ability framework, the present study examines the extent to which heterogeneity in barriers regarding the motivation, the perceived opportunity and the perceived ability to choose low-calorie over high-calorie snacks is associated with the proportion of low-calorie snack choices in real life. Furthermore, the study investigates which dominant barrier profiles can be discerned.



Data were obtained from a survey about participants' motivation, opportunity and ability to choose low-calorie over high-calorie snacks and an FFQ that measured habitual consumption of snack foods and beverages. Data were analysed using R packages lavaan and NbClust, and IBM SPSS Statistics.



A representative sample (n 1318) of the Dutch population based on gender (686 women), age and education level.



For both snack foods and beverages, motivation to choose low-calorie over high-calorie snacks was associated strongest with proportions of low-calorie choices. The perceived ability and perceived opportunity were also associated with proportions of low-calorie choices, albeit to a lesser extent. Furthermore, three dominant profiles of barriers were identified: the no-barrier profile, the lack-of-opportunity profile and the lack-of-motivation profile. These profiles differed significantly on proportions of low-calorie snack choices, daily meal consumption and sociodemographic characteristics.



Heterogeneity in barriers regarding the motivation, the perceived opportunity and the perceived ability to choose low-calorie over high-calorie snacks is associated with the proportion of low-calorie snack choices in real life. By identifying and appreciating heterogeneity in barriers, the present study provides further incentives for the tailoring of intervention strategies.
1Marketing and Consumer Behaviour Group,Wageningen University,Hollandseweg 1 (5019),6706 KN Wageningen,The Netherlands.
Colin
C
Bos
1Marketing and Consumer Behaviour Group,Wageningen University,Hollandseweg 1 (5019),6706 KN Wageningen,The Netherlands.
Ivo A
IA
van der Lans
2Innovation Studies,Copernicus Institute of Sustainable Development,Utrecht University,Utrecht,The Netherlands.
Frank J
FJ
van Rijnsoever
1Marketing and Consumer Behaviour Group,Wageningen University,Hollandseweg 1 (5019),6706 KN Wageningen,The Netherlands.
Hans Cm
HC
van Trijp
D000293:Adolescent; D000328:Adult; D000368:Aged; D001628:Beverages; D002755:Choice Behavior; D002149:Energy Intake; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D009042:Motivation; D009426:Netherlands; D062410:Snacks; D055815:Young Adult
Barriers; Beverages; Low-calorie choices; Motivation; Obesity; Snack foods