Generational Food Preference and Behavioral Impact on Philippine Culture

Darrell Vien A. Baduria

Jaira Mae A. Claveria

Junniel R. Corvera

Melvin W. Honorio

Ferl Joy S. Sarabia

Review of Related Literature

This section is an overview containing previously published works on a topic.

Those covered in this chapter aid in familiarizing oneself with the knowledge related

to and comparable to the current study.

Food Preference of Filipino

In the recent study of Tariga (2021) food preferences are extremely complicated,

individual, and influenced by a wide range of circumstances. Also, Ladigohon, et al.

(2020) explained that food preferences are affected by many other factors such as

choice of food, ethnicity, economy, habit, and society. These are just some of the factors

that Filipinos have when it comes to their food preferences. Moreover, Glabska (2021)

stated that prepubescent youngsters' food preferences change frequently, and they

frequently reject various meals that they previously loved, but following their teenage

years, they usually come to favor various foods that they did not appreciate previously.

In addition, Tariga (2021) stated that food has an impact on individuals, it makes

a significant contribution to their meal choices and preferences. As mentioned by

Almani, et al. (2020) the necessity for more research on consumer food choice behavior

has become apparent in the food sector. Thus, Filipinos are now overexposed to other

cuisines, this also adds up to their food preference (Bekar, 2021). As cooks have

become renowned, the influence of food on culture at large has grown, and cooking has

shifted away from what it means throughout the media and became one of the primary

themes of TV shows.
Eating Behavior

On the other hand, Kabir (2018) stated that eating behavior is normal behavior

relating to eating habits, food selections that you eat, how they were prepared, and the

amounts consumed. Skipping traditional meals became a common eating behavior of

Filipinos, eating behavior have changed through the past years. Based on Kabir (2018)

societal, individual, and environmental factors emerged as the key aspects that

determine eating behavior. Factors can influence what food people take, quantity of

food intake, food selection, their mealtimes, and food preferences. Furthermore, Kabir

(2018) stated that eating behavior is an essential component of life since it may affect

longevity in terms of health because unhealthy eating patterns such as eating nutrient-

deficient food, skipping meals, and failing to eat regularly are known to cause a variety

of medical issues and deficiencies in nutrients.

Food Trends

To sum up, Adetunji (2020) cited that as years go by, food products and their

consumption have developed, and this trend continues to grow. In addition to this,

Revilla (2022) explained that food trends are constantly shifting worldwide as

customers' preferences adapt to match their shifting need. Nowadays, nearly no meal

goes undocumented. Filipinos in particular love sharing their meals on social media,

which is constantly saturated with food photographs. As per Hassoun (2022),

consumers' awareness of the environmental issues that resulted in issues of

sustainability in food led to a rise in the adoption of various emerging food trends.
Characteristics of the food

Based to two research teams, Soenawan & Malonda (2015) and Faizah, Suryoko

& Saryadi (2013), the price of the goods and services offered (Bojanic 2007), as well as

the quality of the products and services offered (Exhibition et al. 2010, Ghimire 2012,

Ha & Jang 2010, Ghimire 2017, Fu'ad 2015), are among the many factors that can

influence people's satisfaction with and preference for food. Moreover Steenkamp

(1990), multiple studies have underlined the fact that there is no universal definition of

quality but rather that it relies on the various viewpoints from which it is evaluated. For

example, a definition in technical and production terms may differ from the impression of

customers on food preferences.

Numerous macro and micronutrients, which serve a variety of purposes in the

human body are found in food. Both food and nutrition science takes into account the

same omic technologies, however, the samples may vary. For consumers to prefer

some foods over others, the analytical methodologies: dependability and repeatability

are crucial (Fasoli & Zhang et al., 2015).However from the consumers’ point of view, in

fact, several aspects contribute to defining the quality of a food product: these are not

only natural qualities such as taste and other organoleptic properties, but also external

factors such as origin and labeling (Bernués, Olaizola, & Corcoran, 2003; Grunert,

2002; Verdú Jover, Lloréns Montes, & Fuentes, 2004).

Customer satisfaction can happen if the food visualization display aspect is

backed by tasty flavor indications and reasonable costs. Furthermore, the consumer of
the 21st Century is a highly demanding one, exhibiting greater concern about quality

and health benefits with respect to the products he/she buys. The taste, look, portion

size, and of course, price may all be used to gauge a culinary dish's quality.

Restaurants take into account a mix of flavor and appearance based on these

characteristics (Faizah, Suryoko, & Saryadi 2013). It is divided into categories that will

be discussed in the following subsection.

Sub variables

Taste

Older studies showed evidence of distinct taste preferences at birth, with a

predilection for the sweetness of food and an aversion to bitterness. Except in cases

when infants had already been exposed to flavors via the mother's diet, there was very

little evidence to support inborn flavor preferences. Little attention has been paid to how

taste and flavor preferences develop over time (Nicklaus et al., 2019)

Cost

However as stated by Peterrick (2004) asserts that consumers' perceptions of

price are frequently influenced by their willingness to make both financial and non-
financial sacrifices to receive the dish. Price assumes the function of a consumer's

extrinsic signal and substantially influences how they perceive "monetary value"

(Zeithaml, 1988). Furthermore Lichtenstein et al. (1993), price perception may also be

used to describe a customer's emotional response to acquiring a product, which may or

may not work as a trigger on their preference for food. For instance, a customer's

perception of the price has a favorable effect on their desire to make a purchase (Alford

and Biswas, 2002).

Appearance

Several consumer studies have focused on design elements of product

packaging, such as shape and colour, in order to try to positively influence the

consumers’ preferences of a given product (e.g., Fenko et al., 2016; Rebollar et al.,

2012; Tijssen et al., 2017; Velasco et al., 2014; Westerman et al., 2013). Likewise, this

study contributes to the existing literature by simultaneously manipulating packaging

shape, packaging color, and product category. Although there is not a clear and highly

consistent basis on which to draw any hypotheses concerning the possible interaction

effects that might be seen across the manipulated variables, color and shape might be

expected to operate additively. Similarly (Van Loo, et al., 2018). Consumers are given a

wealth of information while making a purchase. However, if consumers pay attention to

it, it might influence their decisions.

Food Combination & Method of Preparation

In agreement with De Klepper asserts that meal matching is the artistic part of

cooking. Due to chefs' ongoing search for guidelines to develop innovative and for the

preferred food of the eaters, but profitable dishes and menus, it has been the focus of

several research in the culinary industry. However, unlike in sensory science, cooks do

not assess their meals using statistics or a panel. The Michelin-starred chef Heston

Blumenthal and taste specialist François Benzi (of Firmenich, Geneva) introduced the

Food Pairing Theory in 2002. The premise was simple: the more aromatic molecules

two meals have, the better they taste when combined. Additionally, more individuals will

probably preferred the meal to try and taste it.

Environment

As determined by Turner, et al.(2019),the food environments are the point at

which people buy and consume food in order to interact with the larger food system.

However, Downs et al.,(2020) ,given the full range of options consumers have when

choosing which foods to buy and consume, the food environment is a crucial area of the

food system to implement interventions to support sustainable diets and address the

global epidemics of obesity, undernutrition, and climate change . Food environments

serve as a link between the macro food system, which includes food supply chains,

processing, wholesale, and logistics, and people's dietary preferences. These

conditions collectively affect people's food and beverage choices as well as their

nutritional status (Popkin et al., 2018).

As claimed by Swinburn et al., (2019) the term "food environment" refers more

specifically to the area of the food system that serves as a direct "interface" through

which people can obtain and consume food .However, Turner et al., (2018) also stated

by the different concepts for food environments have been proposed, such as "healthy

nutrition environments," "obesogenic environments," "food and eating environments,"

and "foodscapes," all of which imply the impact of social and environmental factors on

people's health and nutrition. Changes in global food systems and the availability of

food have altered eating habits and food preferences, leading to a shift toward

consuming more unhealthy foods (Monteiro et al., 2013).

Season

In the opinion of Meyerding et al.,(2019) as a result of the globalization of the

food trade, for instance, different food products are almost always available, regardless

of the season, which has significantly increased the distance that food must travel.

Based on Vargas et al., (2019) eating seasonal food is being promoted as one aspect of

a sustainable diet, frequently interpreted as local food, but the social, environmental,

and economic benefits and limitations need to be compared with supplying year-round

fresh produce. In addition, Vargas et al., (2019) this variable availability driven by

seasonality and climate extremes means that these foods may not be available in

sufficient quantities when required.

Mobility

Customers might still visit markets or supermarkets and decide to purchase items

made in areas near their cities and counties. However, it appears that Chinese

consumers are also losing their "mobility" to buy food on foot as e-commerce

development soars by the day. Instead, many choose to use specific apps on their

smartphones to order rapid meal delivery (Liu & Chen 2019).

Urbanization

Referring to Cockx, et al. (2019) ,rapid urbanization globally is often considered

as one of the most important drivers for changing dietary patterns and nutrition .

However, Bricas, et al.(2019) also stated that higher urbanization, usually a

characteristic of developed economies, can influence food consumption and nutrition

transition in several ways. For instance, urbanization can affect consumption patterns

through its effect on agricultural land, food supply and prices, and the food environment.

Lastly, as per Cockx, et al. (2019) that in Africa, it has been discovered that rural

residents who move to urban areas tend to drastically alter their food consumption

patterns, such as by consuming fewer staple foods like maize and more processed

foods and high-sugar food.

Behavioral Impact

As stated by Valli C., et. Al. (2019), Numerous research has displayed food

preference as one of the critical determinants to food consumption and choices.

Personal food system is important in apprehending the numerous factors that influence
food choices at the single level and the role of culture in guiding those choices. The

personal food system is important in understanding the many factors that influence food

choice at the individual level and the role of culture in driving those choices. Food

choice is about why people eat the foods they do, and decisions about food are the

outcome of processes that are complex, influenced by biological, psychological,

economic, social, cultural, physical, and political factors. In a study of 108 preschool-

aged children and their parents, Vollmer et al. (2019), found that preference for

vegetables mostly occurred among children of parents with the authoritative feeding

style (high demands, responds to child’s needs), but its association with healthy eating

was moderated by food parenting practices.

DEMOGRAPHIC PROFILE

As stated by Livingstone, et al. (2020), the demographic profile of the individual

such as the educational attainment, income, and sex are the common factors in

terms of food preference. They conduct an internet based-survey and based from

the survey, that women from the participants and those people who have a

higher education achievement have a good choice in food compared to men.

However, Vorage, et al. (2020) also stated that the demographic and Food

Choice Motive are able to forecast behavior in terms of eating of Functional food,

those people who live dependently are more likely to have a consumption on a

functional food. Lastly, as specified by Woodside, et al. (2019), food choice has a

lot of ways to be done, the demographic profile only gives a little amount of factor

in terms of food preference.

GENDER

Referring to Gibb. Et al. (2021). Discussed that sexual minority or individuals that

identify as lesbian, gay, bisexual or who is being attracted with their same

gender, are most likely experiencing a food insecurity, in which means the

access of food for them are difficult and having a hard time to live a healthy life.

However, as stated by VanKim. Et al. (2019). Sexual Orientation gives a big role

in terms of food choice of the person, straight males in terms of their quality of

diet is low compared to other sexual orientation. Fragkos, et al. (2022) explained

that people who are part of sexual minority are unprotected on having an eating

disorder. In accordance with Zhao (2022), he stated that male and female have

different food preference, in the culture of china, men mostly prefer manly food

such as red meat, beer, seahorse and other more, while women in china mostly

preferred soft and delicate food such as salads, cakes, and others. However,

Lombardo, et al. (2019) said that women drink more water than men, sweet

food/drink, while men are tending to eat more in a day and still tend to get hungry

in a day and mostly at night that even affect their sleep than women who

somehow skip meal in the day. Lastly, as per Lusk (2022), he indicates that,

according to the survey-based report in Center for Food Demand Analysis and

Sustainability, the food insecurity is tending to be higher from women than the

men, but the satisfaction of the food itself if much higher to married men.

EDUCATIONAL ATTAINMENT
As explained by Rippin, et al. (2020), that the countries with low income and low

standard of education had more likely to practice a poor food consumption with

particular to fruits and vegetables, food that has lots of vitamins and minerals.

However, Morales. et al. (2021) suggests that those people who have a low

educational attainment have a diet that the food they ate are mostly low in fibers

but excess in carbohydrates, foods that is sweets, but those people who have a

good educational attainment are more lovely to eat healthy foods such as

vegetables and fruits. Lastly, as explained by Dutta (2023), Educational

background of the parents are a big factor on the food consumption of their

children, study shows that parents with high educational background eats healthy

foods in front of their child, that influence food preference of the child.
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