A Cross-Cultural Study of Health Interests and Pleasure by Consumers in 10 Countries

Understanding how individuals balance health and pleasure in food choices is important for promoting healthier diets. This study examined 6300 adults across ten countries (630 per country) using the General Health Interest and Pleasure subscales of the Health and Taste Attitude Scales. Participants were grouped into four categories—HH-HP (High Health, High Pleasure), HH-LP (High Health, Low Pleasure), LH-HP (Low Health, High Pleasure), and LH-LP (Low Health, Low Pleasure)—based on their...