Exploring health-related motive orientations among Dutch seniors

PurposeGenerally, food intake of older consumers is not in line with dietary guidelines. Insight into personal health-related motive orientations (HRMO) in this target group is useful for developing tailored interventions that support healthy food consumption, a better understanding is needed. The purpose of this paper is twofold: first, to identify older consumer groups based on HRMO; and second, to compare their consumption of different food groups and functionalities associated with a main meal.Design/methodology/approachAn online survey was filled out by 459 Dutch adults aged 55–90 years (... Mehr ...