Fourteenth International Conference on Food Studies

Abstract

This study aims to develop and validate a clean food consumerism (CFC) scale to measure the phenomenon. Clean food refers to food products that are free from artificial additives, preservatives, and other synthetic chemicals. It emphasizes nutrient-dense foods that support overall health and well-being and advocates transparency in sourcing, and ethical farming practices. Clean food consumerism has been an especially contentious issue as more consumers have started to pay greater attention to their food and what it contains. From yet another angle, this study seeks to investigate the role of “way of life” aspects and cultural values associated with eating habits in the demand for clean foods. These factors describe consumption patterns dictated by deep-rooted traditions, rituals, and cultural values that determine consumers’ behavioral rules and customs that are apparent in the activity of food consumption. To fill the existing gap, this study introduces and investigates the concept of “clean food”. Our objective is to develop and validate a scale to measure clean food perceptions in the context of food consumerism. Following a structured empirical scale-development procedure that includes construct definition and scale design, item generation and judging, item purification, initial validation, and final validation, we propose a scale that contains 18 items under 5-factor structures [product characteristics, benefits of consuming clean foods, perceived familiarity, product authenticity, and manufacturing transparency. In addition, results indicate that way of life and cultural values linked to food eating patterns play a significant role in consumers’ demand for clean foods.