Author: Nomzamo N. Dlamini, PhD candidate, Department of Consumer and Food Sciences, University of Pretoria

You’re in a shop or market and you’re buying food for the next day. How do you choose what to buy? Does it depend on how much you can spend, on what’s the healthiest, the most attractively packaged? Understanding this is an important part of food product development as well as consumer education and diet interventions for better public health. Researchers all over the world use tools such as questionnaires to study what motivates people’s food choices. However, most of these questionnaires were developed in the global north using insights from people living in those contexts. The food choice determinants…