Dine-in or take-out: Modeling millennials’ cooking motivation and choice

Aidin Namin, Brian T. Ratchford, Julian K. Saint Clair, Bui, My (Myla) and Mitchell L. Hamilton

Journal of Retailing and Consumer Services, 2020, vol. 53, issue C

Abstract: Students, in general, get into undesirable eating habits, partly due to the decrease in consumption of unhealthy, prepared food items (e.g., take-out). This research applies a multi-method approach to modeling the motivations behind cooking behavior for this cohort of young-adult consumers. Focus groups are conducted and findings are incorporated into an integrative framework to develop and estimate three quantitative choice models for predicting millennials’ cooking behavior. Data for this analysis are collected from surveys of millennial college students in two large metropolises in the US. Extending previous research, self-fulfillment (i.e., sense of achievement from consuming an activity) is found to positively predict cooking behavior. Cooking skill also has a positive association with the incidence of cooking and eating at home. Furthermore, the adverse effect of time needed to cook diminishes with greater cooking skill. Not conforming to previous literature, social motivation (i.e., motivation to socialize with others) has mixed support, and hedonic motivation (i.e., feeling of pleasure from cooking) is a negative predictor of cooking behavior. We offer first-hand implications for research on cooking as a consumed activity, and develop practical interventions.

Keywords: Food; Cooking; Activity consumption; Choice model; Human capital; Millennials (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698919303121
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:53:y:2020:i:c:s0969698919303121

DOI: 10.1016/j.jretconser.2019.101981

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().