LOW-INCOME CONSUMER ATTITUDES TOWARD CONTENT, PRICE, AND VALUE IN FOOD CHOICE: A STUDY OF A DISCOUNTED FOOD BUYING PROGRAM

Abstract

Food insecurity is a leading health concern, and private and public food assistance programs address this issue. A discounted food-buying (DFB) program may enhance food security. This thesis used the Theory of Planned Behavior to investigate how low-income consumers approach food-purchasing decisions by evaluating attitudes toward and barriers to purchasing a DFB food package through a mixed methods approach including a cross-sectional survey and analysis of three years of program sales data. Survey respondents (n=76) included DFB customers and non-customers. Respondents reported protein, vegetables, and fruit of highest importance and were willing to pay more for protein items. Package sales followed seasonal trends and were associated with price, but not measured value. Unwanted items were the leading barrier to purchasing a package. Food preferences may be prioritized highest when making the DFB purchasing decision. Low-income consumers’ food-purchasing decisions may have implications for programs designed to meet food insecure consumers’ needs.