Baby boomers' desires for future health and food services



Publication Details

Worsley, T., Wang, W. & Hunter, W. 2011, 'Baby boomers' desires for future health and food services', Nutrition and Food Science, vol. 41, no. 5, pp. 359-367.


Purpose ¿ The purpose of this paper is to identify food and health services desired by baby boomersand to examine their likely antecedents.Design/methodology/approach ¿ A random sample of baby boomers in Victoria, Australia(n ¼ 1,108) completed a postal survey and rated the desirability of 13 post retirement food and healthservices.Findings ¿ The strongest demand was expressed for low cost fruit and vegetables, 24-hour GPservices, environmentally friendly foods, and friendly places to meet friends and exercise, amongothers. 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 withuniversalism 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, whichare 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.Keywords Survey, Baby boomer generation, Food services, Psychographics, Future, Australia

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