Investigating the Motivational and Influencing Factors on Choosing Food Items ‎for Healthy and Quality Eating by Citizens of Tabriz, Iran

Articles in Press

Document Type : Research Paper

Authors

1 Department of Food and Drug Control, Faculty of Pharmacy, Tabriz University of Medical Sciences, Tabriz, Iran

2 Department of Public Health, School of Allied Medical Sciences, Maragheh University of Medical Sciences, Maragheh, Iran

3 Food and Drug Safety Research Center, Tabriz University of Medical Sciences, Tabriz, Iran

Abstract

Given the increasing prevalence of nutrition-related diseases, choosing suitable food items for different age groups has become a critical concern in modern societies. Food choices are influenced by a combination of individual characteristics, social context, and cultural factors. Understanding these determinants can help policymakers design more effective interventions to promote healthy eating behaviors among the population. This study aimed to identify key nutritional factors and examine the motivations underlying food selection, as well as to investigate the factors affecting the purchase and consumption of food items among residents of Tabriz, Iran. In this descriptive cross-sectional study, 209 valid and reliable questionnaires, developed by the researchers, were randomly administered to volunteer citizens of Tabriz. The collected data were analyzed across multiple domains, including nutritional knowledge, healthfulness of food, cost, weight management, sensory appeal such as appearance and taste, natural ingredients, ease of preparation, accessibility, and the reputation of the producer. Demographic analysis revealed that the majority of participants were female (61%), with a mean age of 36.53 ± 7 years, and most were married. About 60% of respondents had education levels above a master’s degree, and 32.5% reported an income range of 20–40 million IRR. Occupation was found to significantly influence both price (p=0.046) and health considerations (p=0.006), with housekeeping also showing significant effects on these two factors. Education had a significant impact on price (p=0.001) and weight management (p=0.004), while occupational category affected price (p=0.004) and weight control (p=0.002). Income level showed a significant association with price (p=0.040) and health (p=0.011). All reported significant values had p-values below 0.05. Among the factors studied, price, health, and ease of cooking emerged as the most influential determinants of food choices, whereas the sense of cheerfulness had the least impact. The researcher-designed questionnaire demonstrated high validity, indicating that it can effectively be used to assess motivational and influencing factors in food selection in Iran.

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References

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Journal of Nutrition,Fasting and Health

Articles in Press, Accepted Manuscript
Available Online from 16 December 2025

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History

  • Receive Date: 02 November 2025
  • Revise Date: 07 December 2025
  • Accept Date: 16 December 2025

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