Changing Values and Food Choice in LMIC: Key Learnings from the DFC program

DFC Team:

Edward Frongillo, Shilpa Constantinides, Ligia Reyes, Krystal Rampalli, Shiva Bhandari, Abdullah Khan, Emma Kenney, Sharraf Samin, Deepika Singapogu

Christine E. Blake, PhD, RD

Definition

Values are generalized ends with connotations of

rightness, goodness or inherent desirability

Values Drive Food Choice

• Food choice encompasses processes by which individuals and households decide

– what to grow, gather, purchase, or obtain

– how to acquire, store, prepare, distribute, and consume the food they eat

• Play a central role in the changing food choice behaviors of those experiencing the nutrition transition

Conceptualizations and levels of values• Universal:

– Common or held by leaders, relative importance differ by culture and individual

– Ex. Universal Human Values (Kidder, 2006)

• E.g., love, fairness, freedom, unity, responsibility, respect for life

• Social (Cultural): – Core principles or ideals upon which an entire community exists

– Ex. Hofstede’s Cultural Dimensions Theory – compares cultures of nation states

• E.g., Power distance, Individualism versus collectivism, Etc.

• Personal:– Trans-situational, desirable goals that serve as guiding principles in people’s lives

– Schwartz proposed personal values that are universal in content and structure

• E.g., Self-directed thought, conformity, achievement, stimulation etc.

– Personal values in specific situations

• Work; immigration; sexuality; parenting; food choice etc.

(Rokeach, 1973; Kidder, 2006; Hofstede, 2003; Schwartz et. al, 2012; Schwartz, 2015; Baker et al., 2004; Consiglio et. al., 2016; Paradise et. al., 1999; Lyerly and Reeve, 2015; Connors et. al., 2001 )

Food Choice Values

• Situational goals that manifest as considerationsto guide how and why people eat what they do

• Cost, taste, convenience, health, managing relationships are common

• Universal and Cultural values shape considerations– What is acceptable cost (price, value)?– What constitutes good taste (flavor, texture,

preferences, social status)?– What is considered convenient (time, access,

packaging)?– What is good for Health (individual, environment)?

Connors et. al., 2001; Lyerly and Reeve, 2015; Blake et. al., 2021; Blake et. al., 2007; Blake and Bisogni, 2003

Understanding how values drive food choice in rapidly changing LMIC context provides necessary information for effective policy and program action to ensure demand for sustainable healthy dietshttps://www.who.int/publications/i/item/978924

1516648

Facilitate, synthesize and disseminate research to provide a deep understanding of the drivers of

food choice among the poor in developing countries in South Asia and Sub-Saharan Africa

Values that drive food choice

Cultural

• Patterns in meal composition and timing

• Required ingredients or staples

• Body size ideals

• Animal source foods

• Traditional agricultural or acquisition practices

• Social status and food

• Gender roles and agency around food

Personal• Cost • Health • Convenience• Taste • Snacking• Personal relationships• Trustworthiness of food

vendors and outlets• Cleanliness and freshness • Child preferences• Etc.

Wertheim-Heck and Raneri, 2021; Stokes-Walters et. al., 2021; Flax et. al, 2020; Samaddar et. al., 2020; Thakwalakwa et. al., 2020

• Insights from Malawi: Body size perceptions and food preferences drive food choice among mothers and children– Valerie Flax, RTI International:

• Insights from India: Nudging behavioral intentions of food choice towards healthier diets– Matty Demont, International Rice Research Institute:

• Insights from Kenya: Cultural values drive behaviors and decision making for animal source foods– Salome R. A. Bukachi, University of Nairobi:

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choice. International Journal of Gastronomy and Food Science. 2017; 9:88–99.2. Wertheim-Heck S, Raneri JE, Oosterveer P. (2019). Food safety and nutrition for low-income urbanites: exploring a social justice

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