Exploring the relationship among food-related values, food-related lifestyle and food-related behavior as lever for changing dietary habits of food desert residents

The objective of this study is to explore the relationship among food-related values, food- related lifestyle and food-related behavior; to identify the underlying dimensions that summarize and capture the meaning of food-related values; and to segment food desert residents based on their food-related life style. Data were collected from a purposive sample of 44 residents of a food desert in Greensboro, North Carolina via a telephone survey. The results showed that the meaning of food related values was represented by social and basic values in the food desert. Considering food related lifestyles, consumers were classified into two segments: conscious consumers and pleasure seeker consumers. The findings support the existence of relationship among values, lifestyles and behaviors of food desert residents.