Consumers, Food and Convenience : The Long Way from Resource Constraints to Actual Consumption Patterns

Two theoretical frameworks have been used in previous research to explain consumers' interest in effort-saving activities in the context of meal production: the household production approach and the convenience orientation approach. A model is developed that synthesizes both approaches, assuming that the influence of resource constraints on actual convenience behaviours is doubly mediated, first by perceptions of resource constraints, and then by convenience orientations. In Study 1, the model is calibrated based on a sample of 1000 French respondents with main responsibility for food shopping and meal preparation in their households. In Study 2, the model is cross-validated using a similar sample of 1000 UK respondents. Results of both studies support the double mediation hypothesis