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Baby boomers' desires for future health and food services

Baby boomers' desires for future health and food services Purpose – The purpose of this paper is to identify food and health services desired by baby boomers and to examine their likely antecedents. Design/methodology/approach – A random sample of baby boomers in Victoria, Australia ( n =1,108) completed a postal survey and rated the desirability of 13 post retirement food and health services. Findings – The strongest demand was expressed for low cost fruit and vegetables, 24‐hour GP services, environmentally friendly foods, and friendly places to meet friends and exercise, among others. Generally, psychographic variables were key predictors of demand for social (health) services, food services, and vitamin pills and herbal remedies. Demand for food services was associated with universalism values. Research limitations/implications – The cross‐sectional design prevents causal attributions; however, the findings suggest that baby boomers' demand for services falls into three groups, which are related to their psychographic characteristics. Originality/value – Consideration of these desired services may facilitate the planning of future health and food services for this broad age group. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Nutrition & Food Science Emerald Publishing

Baby boomers' desires for future health and food services

Nutrition & Food Science , Volume 41 (5): 9 – Sep 13, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0034-6659
DOI
10.1108/00346651111170950
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to identify food and health services desired by baby boomers and to examine their likely antecedents. Design/methodology/approach – A random sample of baby boomers in Victoria, Australia ( n =1,108) completed a postal survey and rated the desirability of 13 post retirement food and health services. Findings – The strongest demand was expressed for low cost fruit and vegetables, 24‐hour GP services, environmentally friendly foods, and friendly places to meet friends and exercise, among others. Generally, psychographic variables were key predictors of demand for social (health) services, food services, and vitamin pills and herbal remedies. Demand for food services was associated with universalism values. Research limitations/implications – The cross‐sectional design prevents causal attributions; however, the findings suggest that baby boomers' demand for services falls into three groups, which are related to their psychographic characteristics. Originality/value – Consideration of these desired services may facilitate the planning of future health and food services for this broad age group.

Journal

Nutrition & Food ScienceEmerald Publishing

Published: Sep 13, 2011

Keywords: Survey; Baby boomer generation; Food services; Psychographics; Future; Australia

References