Measuring consumers attitudes towards health and taste and their association with food-related life-styles and preferences

The purpose of the current study, was to apply and validate the factor structure of the Health and Taste Attitude Scales in an Italian adult sample of 1224 subjects, recruited on a national basis in order to characterise consumers' food-related attitudes with weak and strong connotations of health and taste. Both exploratory and confirmatory factor analysis were used to evaluate the factor structure of the three sub-scales of Health (General health interest, Light product interest, Natural product interest) and three sub-scales of Taste (Craving for sweet foods, Using foods as a reward, Pleasure). Results showed that the internal structure was similar to the theoretical proposal, with two exceptions for the Taste scale. The Pleasure sub-scale presented strong problematic loadings and consequently was removed from the model. The Craving for sweet foods sub-scale was split into two new underlying constructs describing attitudes towards craving for sweet food based on their own experience and attitudes towards other-people's craving.