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Food choice motivations and perceptions of healthy eating: a cross-sectional study among consumers in the UAE

Abstract

Background

Investigating consumer food choice motivations is crucial for planning effective policies and targeted interventions. This study aimed to examine the food choice motivations and perceptions of healthy eating among adults in the United Arab Emirates (UAE) and to segment consumers based on their motivations.

Methods

A web-based, cross-sectional study was conducted among adults in the UAE (n鈥=鈥1209). An overall perception of healthy eating score was calculated based on the sum of the responses to the perception statements. Food motivation scores were calculated with a higher score indicating more influence of the food motivation group. Hierarchical Cluster Analysis (HCA) and K-means cluster analysis were used to identify and determine the optimal number of clusters. Differences between clusters were evaluated using an Independent sample t-test, One-Way ANOVA test, and Chi-square analysis.

Results

Participants mostly agreed that a healthy diet should be balanced, varied, and complete (84.4%), that fruit and vegetables are essential to a practice of healthy eating (82.8%), and that they can eat everything as long as it is in small quantities (60.1%). Females, younger adults, those with higher education levels, and those with normal BMI tended to have a slightly more positive perception of a healthy diet than their counterparts (p鈥<鈥0.05). Health motivation (mean鈥=鈥3.43, SD鈥壜扁0.78) exhibited the highest influence on the participants鈥 food choices, followed by emotional motivations (mean鈥=鈥3.26, SD鈥壜扁0.68). Health-related motivations mainly influenced food choices among participants in both identified clusters but were notably more emphasised in Cluster 1. Cluster 1 demonstrated significantly higher mean scores in all other categories than Cluster 2 (p鈥&濒迟;鈥0.001). Cluster 1 encompasses more female participants than males, while Cluster 2 comprises a more significant proportion of males and individuals falling within higher income brackets (p鈥&濒迟;鈥0.001).

Conclusions

The results of the current study offer valuable insights into various crucial aspects that impact the decisions of individuals' food choices. Based on distinct motivational structures identified through cluster analysis, personalised approaches can encourage healthier dietary practices. A holistic approach acknowledging emotional, economic, environmental, alongside health-related factors is vital.

Peer Review reports

Background

Pursuing healthy and sustainable eating is a fundamental aspect of the global public health agenda [1, 2]. The dietary landscape of people is a result of the food choices they make, which can be influenced by many factors, including the proportion of food, variety, availability, and consumption frequency, among others [3]. These dietary decisions can also reflect people鈥檚 cultural and societal influences and significantly impact their health and well-being [4, 5].

In modern times, widespread consumption of unhealthy food is a significant contributor to the rising burden of chronic illnesses like obesity, diabetes, and cardiovascular disease [6]. In many countries, traditional foods are generally considered more wholesome, natural, and nutritionally rich. However, these traditional dietary patterns have been replaced by a more Westernized diet, which usually includes more processed foods loaded with sugars, unhealthy fats, animal-derived products, and refined grains [5].

In particular, there has been a significant increase in the availability of highly processed and calorie-dense foods. This shift has been driven by economic changes worldwide, which have increased people's purchasing power and made food more accessible. The rapid growth of supermarkets and the fast-food industry has further fuelled this trend, altering global eating habits [7, 8]. These readily available, heavily marketed, and affordable processed meals have flooded the food supply, surpassing actual needs [8]. Moreover, the lack of healthier options encourages a diet packed with calories, fats, and sugars, leading to weight gain and obesity [9]. Furthermore, technological advancements, particularly among younger generations, coupled with increasingly sedentary lifestyles, have also played a role in this concerning trend [10].

People's decisions about what they eat are multifaceted and constantly evolving. Key determinants of general food choices are identified and classified into several categories, encompassing factors related to the food itself (sensory and perceptual characteristics), external factors (information, social and physical environment), personal factors (biological traits, physiological needs, psychological aspects, habits, and experiences), cognitive factors (knowledge, skills, attitudes, preferences, expected outcomes, and personal identity), as well as sociocultural factors (cultural influences, economic conditions, and political factors) [3]. In other words, food choices can be influenced by people鈥檚 unique values, shaped by an individual鈥檚 life experiences and societal, environmental, and personal elements [11]. These values can be a mixture of brain-processed attributes and can be referred to as food choice motives, which can have varying levels of importance during decision-making [12]. Ferr茫o and Guin茅 et al. have developed and validated a tool that evaluates various influences on individuals' food decisions, encompassing health, emotions, cost and accessibility, societal and cultural aspects, environmental and political factors, as well as marketing and advertising [13, 14]. The Eating Motivation Scale (EATMOT) has also been validated in 16 countries and can be used to understand food choice factors across various geographical locations [15].

Understanding the motives behind food choices and advocating for a positive change is essential for reshaping the existing food system to promote individuals' well-being and the planet's sustainability [16, 17]. Policies and community-based intervention can be pivotal in realigning people's food choices with aspirations for a healthier lifestyle. Traditional evidence-based approaches to enhance public health concentrate on identifying environmental factors that result in adverse health consequences. They also focus on crafting interventions or policies that reduce exposure to these risks [18]. While several countries, including the United Arab Emirates (UAE), have been advocating and implementing changes towards healthier lifestyles, the prevalence of obesity and other non-communicable diseases remains a significant concern [19]. According to the UAE Ministry of Health, the prevalence of overweight among adults was 67.9% in 2017鈥2018, while those living with obesity were 27.8% [20].

The UAE has taken significant measures to promote healthy lifestyles and combat chronic diseases through initiatives like the 'Healthy Food School Box鈥 [21], initiating weight screening programs in schools [22], and the 'Dubai Fitness Challenge鈥 encouraging people to be more active [23]. The country has also imposed taxes on energy and carbonated drinks and implemented nutritional labeling policies to address the obesity pandemic [24, 25]. Despite these efforts, the prevalence of overweight and obesity remains high among different age groups [26,27,28], and there is still limited understanding of the factors that motivate people's food choices.

Recognizing the importance of investigating consumer food choice motivations to facilitate planning effective policies and targeted interventions, this study aimed to examine the food choice motivations and perceptions of healthy eating among adults in the UAE and to segment consumers based on their food choice motivations.

Methods

Study design and participants

A web-based cross-sectional study was conducted among adults in the UAE between February and May 2023. The inclusion criteria were adults (鈮モ18 years 鈥 65 years old) currently living in the UAE and with no reported history of eating disorders. These criteria were chosen as they align with the study鈥檚 aim and guarantee the appropriate use of the survey questionnaire, previously validated on adults [15]. Participants were recruited through convenience sampling, given the web-based nature of the study, and to ensure a wide distribution. The following formula was used to calculate the needed minimum sample size with a 95% confidence interval:

$$N={z}^{2}\times P\times (1-P)/{e}^{2}$$

Where z鈥=鈥1.96; P鈥=鈥(estimated proportion of the population that presents the characteristic)鈥=鈥0.5; e (margin of error)鈥=鈥0.05; N (sample size)鈥=鈥384 participants, plus 20% (attrition rate)鈥=鈥460 participants. The survey was designed using Google Forms, and the web link was distributed through various social media platforms, including LinkedIn鈩, Facebook鈩, and WhatsApp鈩, leveraging the networks of the research team to reach a broad audience. To enhance participation, respondents were encouraged to share the survey link with others within their social circles. This approach successfully garnered responses from 1,209 adults, surpassing the anticipated sample size and thereby increasing the study's statistical power and enhancing the external validity of the findings.

Upon clicking on the link, participants were provided with a brief information sheet explaining the study鈥檚 objectives, protocol, and the anonymity and voluntary nature of the study. Several screening questions were also asked to ensure that participants met the inclusion criteria. Participants can then choose their language (Arabic or English) and they were then provided with an electronic consent form, and consenting participants were directed to the survey questions. The full survey is provided in the supplementary files (additional file 1).

The study received ethical approval from the Research Ethics Committee at the University of Sharjah (UOS) and adhered to the ethical standards set out in the 1964 Helsinki Declaration. To ensure the confidentiality and anonymity of participants, no identifying information was collected. Electronic informed consent was obtained from all participants before taking part in the study.

Data collection

A self-administered, structured, web-based questionnaire was employed in this study. The survey consisted of four main sections covering socio-demographic data, perceptions of healthy food, sources of information about healthy diets, and the EATMOT questionnaire [15]. The sociodemographic section inquired about participants鈥 biological sex, age, city/emirate of residence, nationality, marital status, education level, employment status, and monthly household income. Participants were also asked to report their height (cm) and current weight (kg). The perceptions of healthy food and sources of information about healthy diets were adapted from a previously published article [29]. Participants were asked to rate their level of agreement for nine statements about their perception of healthy eating using a 5-point Likert scale ranging from (1) strongly disagree to (5) strongly agree. In addition, they were asked to report the frequency of using different sources of information about healthy eating (response options: (1) never, (2) rarely, (3) sometimes, (4) often, and (5) always).

The last section included the EATMOT questionnaire [15], which included a total of 49 statements asking participants about what motivates them to eat, with answers rated on a 5-point Likert scale ranging from (1) strongly disagree to (5) strongly agree. The statements were based on six different food choice motivations: (1) health, (2) emotional, (3) economic and availability, (4) social and cultural, (5) environmental and political, and (6) marketing and commercial. The items were administered randomly to participants without identification of the different groups of food choice motivations. The original EATMOT questionnaire was developed in Portuguese [14] and translated into English [15]. For this research, the questionnaire was translated into the Arabic language.

The questionnaire was translated into Arabic using a precise methodology that involved two certified translators and a back-translation by bilingual researchers [30]. A thorough review from both the research team and a panel of field experts followed this, and the authors approved the final translation. The expert panel consisted of five members: two nutrition experts, two food science experts, and one public health expert, each bringing specialized knowledge relevant to the study's focus areas. To ensure the translated questionnaire was valid, the expert panel evaluated each item on a four-part Likert scale to assess simplicity, clarity, and relevance [31]. The results showed that the questionnaire had high content validity, with an Item-Level Content Validity Index (I-CVI) ranging from 0.96 to 1.0. The Scale-Level Content Validity Index (S-CVI/Ave) was 0.99, indicating that the panel unanimously acknowledged 99% of the questionnaire's items as simple, clear, and relevant. A pilot test was then conducted on 30 participants to ensure clarity of the survey questionnaire and the data was not included in the study's final analysis.

Statistical analysis

Data was analysed using SPSS software, version 26.0 (SPSS, Chicago, IL, USA). Continuous data were expressed as means鈥壜扁塻tandard deviations (SD), and categorical data were expressed as counts and percentages. Body mass index (BMI) was calculated by dividing participants鈥 self-reported weight in kilograms by the square of their height in meters. Based on the World Health Organization cut-off points, participants鈥 body weight status was categorized as underweight (BMI鈥夆墹鈥18.5 kg/m2), normal weight (BMI 18.5-鈥<鈥25 kg/m2), overweight (BMI 25-鈥<鈥30 kg/m2), or obese (BMI鈥夆墺鈥30 kg/m2) [32]. An overall perception of healthy eating score was calculated based on the sum of the responses of the nine statements (range 9鈥45). An inverted scale was used for the following items: 鈥淚 believe that organic food is healthier鈥, 鈥淲e should never consume sugary products鈥, and 鈥淲e should never consume fat products鈥 so that a higher score reflects a more positive perception of healthy eating. Prior to conducting the ANOVA, the data was tested for normality using the Shapiro鈥揥ilk test. An independent sample t-test and a one-way ANOVA test were used to determine significant differences between different groups, perception statements, and food choice motivation. A Tukey post hoc test was used to identify which groups differ significantly.

Food motivation scores were calculated based on the average responses for all statements in each food motivation group, with a higher score indicating a stronger influence of the food motivation group. An inverted scale was used for negatively worded statements; 鈥淭here are some foods that I consume regularly even if they may raise my cholesterol鈥, 鈥淭here are some foods that I consume regularly even if they may raise my blood glycaemia鈥, 鈥淚 prefer to eat alone鈥, 鈥淲hen I buy food I usually do not care about the marketing campaigns happening in the shop鈥, and 鈥淲hen I go shopping I prefer to read food labels instead of believing in advertising campaigns鈥. Cronbach鈥檚 alpha was used to test the internal validity of the food motivation items (49 items) (Cronbach鈥檚 伪鈥=鈥0.94). The food choice motivation data was used to identify consumer groups. The data included 49 items divided into six categories: health (10 items), emotional (9 items), economic and availability (7 items), social and cultural (9 items), environmental and political (7 items), and marketing and commercial (7 items). Hierarchical Cluster Analysis (HCA) was used to determine the optimal number of clusters based on Squared Euclidean distances and Ward's method. The analysis supported the formation of two distinct clusters. K-means cluster analysis was then used to confirm these clusters further. Differences between the resulting clusters were evaluated using an Independent sample t-test, One-Way ANOVA test, and Chi-square analysis. P values at鈥<鈥0.05 were considered statistically significant.

Results

Characteristics of the study population

Table 1 presents the sociodemographic characteristics of study participants. A total of 1209 UAE residents participated in this study; 53.6% and 46.4% were females and males, respectively. Around half of the participants (43.6%) were 18鈥24 years old. About two-thirds of the participants were from non-GCC Arab countries (59.1%), and a similar proportion were single (61.3%). Around half of the participants (55.6%) held a bachelor's degree and were employed (49.1%). Participants had similar distributions based on income level. Moreover, based on self-reported weight and height, most of the respondents (47.7%) were of normal weight and overweight (32.2%).

Table 1 Sociodemographic characteristics and differences in perception of healthy eating of participants (n鈥=鈥1209)

Table 1 also revealed that perceptions of healthy food varied significantly in most variables. For instance, differences based on sex were evident, with females tending to have a slightly more positive perception of a healthy diet than males (p鈥=鈥0.002). Regarding age, significant differences were also observed (p鈥<鈥0.001), with younger age groups (18鈥24 and 25鈥29) showing more positive perceptions of healthy eating compared to older age groups (30鈥39 and 40鈥65). Moreover, single participants tended to have a more positive perception of a healthy diet than married participants (p鈥=鈥0.001).

Educational disparities are similarly apparent, with statistically significant differences between education levels, showcasing higher perception scores for those with postgraduate educational attainment than those with a diploma/college degree (p鈥&濒迟;鈥0.001). Moreover, significant differences were observed according to employment status, where students showed a higher perception of healthy eating than employed individuals (p鈥=鈥0.001). In addition, significant differences were observed based on household income (p鈥<鈥0.001), where higher income brackets were linked with a higher perception of a healthy diet. Based on BMI, significant differences were observed between those categorized as having normal weight and those as obese (p鈥=鈥0.033). The differences in mean perception scores for each perception item are presented in Table S2 (Additional file 3).

Sources of information

The participants were asked to rate how frequently they received information regarding consuming a healthy diet from various sources. Fig.听1 depicts the percentage of participants who use the sources more frequently. As per the participants, the internet/social media was the most common source of information (67.3%), followed by family/friends (44.3%), and health centres/dieticians (41.9%).

Fig.听1
figure 1

Sources of information about healthy eating (n鈥=鈥1209) (percentage of those who responded 鈥渙ften鈥 and 鈥渁lways鈥)

Perception of healthy eating

Participants were asked to rate their agreement on different statements related to healthy eating based on a five-point Likert scale ranging from (1) strongly disagree to (5) strongly agree. Fig.听2 illustrates the percentage of participants whore responded 鈥渁gree鈥 or 鈥渟trongly disagree鈥 on the nine statements. Participants mostly agreed that a healthy diet should be balanced, varied, and complete (84.4%), that fruit and vegetables are essential to a practice of healthy eating (82.8%), and that they can eat everything as long as it is in small quantities (60.1%). Around half of the participants agreed that a healthy diet is based on calorie count (55.7%), and is not cheap (52.4%), and that organic food is healthier than normal food (51.9%). A lesser proportion of participants agreed that sugary and fatty products should be completely avoided (41.1% and 15.8%), respectively. The mean and SD for participants' responses to the nine statements are available in Table S1 (Additional file 2).

Fig.听2
figure 2

Perceptions of healthy eating (n鈥=鈥1209) (percentage of those who responded 鈥渁gree鈥 and 鈥渟trongly agree鈥)

Food choice motivations

Figure听3 illustrates the study participants' mean food choice motivation scores (range 1鈥5). Health motivation (mean鈥=鈥3.43, SD鈥=鈥0.78) exhibited the greatest influence on the participants鈥 food choices, followed by emotional (mean鈥=鈥3.26, SD鈥=鈥0.68) and environmental and political motivations (mean鈥=鈥3.25, SD鈥=鈥0.66). In contrast, commercial and marketing motivation (mean鈥=鈥3.04, SD鈥=鈥0.56) had the least influence on the participants' food choices.

Fig.听3
figure 3

Mean food choice motivation scores for the study participants (range 1鈥5)

Eighteen out of 49 items had a median of four or above, corresponding to participants agreeing or strongly agreeing with these statements (Table听2). A variety of motivations guided the participants' food choices. Regarding health motivation, the participants expressed an inclination to agree with statements related to consuming food conducive to good health, including vitamins, minerals, and concerns about food safety: 鈥淚t is important for me to eat food that keeps me healthy鈥, 鈥淚t is important for me that my daily diet contains a lot of vitamins and minerals鈥, and 鈥淚 am very concerned about the hygiene and safety of the food I eat鈥. They also showed concerns about the environment, specifically minimizing food waste when cooking and supporting animal rights in food production, showing their worries about the environment.

Table 2 The most important food choice motivations for the study participants a (n鈥=鈥1,209)

Participants also considered emotional ties to food, economic factors, and social and cultural influences. They emphasized the emotional satisfaction derived from food; 鈥淔ood makes me feel good鈥, balanced quality against price; 鈥淚 buy fresh vegetables to cook myself more often than frozen鈥 and 鈥淚 usually choose food that has a good quality/price ratio鈥, and valued the social experience of eating 鈥淢eals are a time of fellowship and pleasure鈥. Their inclination towards reading food labels over-relying on marketing campaigns further demonstrated a discerning and informed approach to their food choices. Nonetheless, they were inclined to occasionally consume items that might impact cholesterol levels and the importance of brands in their food-related decision-making process. The mean food choice motivation for each item among study participants is displayed in Table S3 (Additional file 4).

Table 3 presents the differences in different food choice motivation categories across participants鈥 characteristics. Looking at sex-based disparities, females tended to prioritize emotional, environmental, and political motives significantly more than males (p鈥<鈥0.001 and p鈥=鈥0.002), respectively. Regarding age groups, significant differences were observed for all food choice motivation categories except for the environmental and political (p鈥<鈥0.05). Individuals aged 40 and above exhibited significantly higher scores in health-related motivation and social and cultural motivations than younger age groups (p鈥<鈥0.001 and p鈥=鈥0.049), respectively. On the other hand, younger participants exhibited significantly higher scores concerning emotional, economic, and marketing motivations (p鈥=鈥0.018. p鈥=鈥0.002, and 0.007), respectively. In addition, significant differences were observed across different nationalities regarding economic and marketing motivations (p鈥=鈥0.005 and p鈥<鈥0.001), respectively. Differences based on marital status were also observed for all categories but marketing, where married participants leaned more toward health, social and cultural, and environmental and political motivations (p鈥&濒迟;鈥0.001, p鈥=鈥0.010, and p鈥=鈥0.018), respectively. According to education level, a gradual increase in health-related scores was observed, with the highest score among those with higher education degrees (p鈥&濒迟;鈥0.001). Moreover, employment status revealed differences in health motivation scores, social and cultural scores, and marketing scores, where students exhibited lower scores than their counterparts (p鈥=鈥0.027, p鈥=鈥0.034, and p鈥=鈥0.012). On the other hand, they had significantly higher economic and availability scores (p鈥=鈥0.010). Moreover, a gradual increase in health-related motivation scores was observed with rising income levels. Participants with higher household incomes, especially those in the 20,000鈥30,000 AED/month group, tend to prioritize health-related motives significantly more than those in lower-income brackets (p-values鈥&濒迟;鈥0.001). In contrast, significantly lower scores were observed with a higher income level regarding economic and marketing motivations (p鈥=鈥0.008 and p鈥<鈥0.001), respectively. Furthermore, emotional motivation score was the only category that differed significantly based on BMI. A significantly lower score was observed among underweight participants than their counterparts (p鈥=鈥0.022).

Table 3 Differences in food choice motivation score based on participants鈥 socio-demographic characteristics (n鈥=鈥1209)

Consumer segmentation

Figure听4 presents the mean food choice motivation scores based on the results of the K-means cluster analysis, which identified two main clusters. The first cluster included most participants (n鈥=鈥740, 61.2%), while the second cluster included about a third of the sample (n鈥=鈥469, 38.2%). The analysis revealed that health-related motivations mostly influenced food choices among participants in both clusters. However, while Cluster 1 records a mean score of 3.68 for health, Cluster 2 follows closely behind with a significantly lower mean score of 3.00 (p鈥<鈥0.001), suggesting that health considerations are relatively important for both clusters but notably more emphasized in Cluster 1.

Fig.听4
figure 4

Mean food choice motivation scores for based on identified clusters (range 1鈥5)

Following health motivations, Cluster 1 demonstrates significantly higher mean scores in all other categories compared to Cluster 2. For instance, emotional factors represent the second highest mean score in Cluster 1 (mean鈥=鈥3.67), whereas Cluster 2 ranks the lowest with a mean score of 2.63. This substantial difference indicates that emotional influences can exert a more considerable influence over food choices in Cluster 1 compared to Cluster 2. Moreover, environmental and political considerations exhibit the third highest mean score in Cluster 1 (3.63), significantly surpassing Cluster 2's mean score of 2.78 in the same category, indicating a stronger inclination towards environmental and political aspects influencing food choices within Cluster 1. Overall, the analysis reveals that participants in Cluster 1鈥檚 food choices are more influenced by health, emotional, environmental, and political motivations, while in Cluster 2, it is mainly health motivations that affect participants' choices.

Consumer profiling

Table 4 shows the sociodemographic profiling in each cluster. A Pearson鈥檚 Chi-square test assessed the differences between the two clusters. Overall, significant associations with the clusters were observed for sex (p鈥<鈥0.001) and income (p鈥&濒迟;鈥0.001). Comprising 61.2% of the total participants, Cluster 1 encompasses more female participants than males. A larger portion of this cluster falls within the 20,000鈥<鈥30,000 AED income brackets. On the other hand, Cluster 2, constituting 38.2% of the total participants, comprises a more significant proportion of males. It includes more individuals falling within higher income brackets (鈮モ30,000 AED).

Table 4 Sociodemographic characteristics of study participants based on clusters (n鈥=鈥1,209)

Discussion

This study explored perceptions of healthy eating and food choice motivations among a sample of adults in the UAE. It also segmented participants based on their food choice motivations to allow for tailored interventions and communication strategies to promote healthier dietary habits.

The present study听highlighted the prevalence of the internet and social media as primary sources of information regarding healthy eating, mirroring previous research in the UAE [33]. Moreover, this reliance on digital platforms echoes global trends where these mediums have become essential for people to obtain health and nutrition-related content. For instance, in a study among Italian consumers, the Internet was the most frequently used source of information, followed by printed material [29]. While the digitalization of information seeking and sharing can be beneficial and more convenient, special attention should be paid to information quality and credibility, especially in terms of health and nutrition [34].

Research shows that more health-conscious individuals tend to assess the credibility of information based on the author's expertise, while less health-conscious individuals tend to rely more on the author's motivation and friendliness as credibility indicators [35]. Moreover, the information presented to people on these platforms may not always be what they are looking for, as social media and online platforms' algorithms rely on previous actions and interests to suggest content, resulting in unintentional exposure [36]. This kind of exposure can be harmful, especially to low-quality health or nutrition information. In particular, this is concerning in cases of nutrition misinformation, as research points out how these platforms can significantly impact eating behaviour and people鈥檚 food choices [37]. Thus, it is essential to enhance the digital literacy of the public. Educational initiatives that focus on teaching users how to critically evaluate the credibility of online content based on reliable indicators, such as the author's credentials and the evidence supporting the information, can be beneficial. Additionally, developing and promoting tools that help users identify and filter out low-quality information could mitigate the potential negative impact of algorithm-driven content exposure on eating behaviors and food choices.

Concerning perceptions of healthy eating, most individuals expressed their agreement for holistic approaches to maintaining a nutritious diet, emphasizing the importance of balanced meals, including fruits and vegetables, and the need for moderation in eating habits. In addition, most disagreed with the statement regarding abstaining from fat products. This is in line with research among Italian consumers, where such perceptions were mostly important to participants [29]. Moreover, they were in line with international guiding principles of healthy and sustainable diets [1, 38]. Half of the participants disagreed with the idea of monitoring caloric intake, while others agreed with it. Similarly, the participants had differing opinions regarding the affordability of maintaining a nutritious diet. The conflicting viewpoints highlighted gaps in comprehension and challenges in implementing theoretical concepts in practical situations. Educational programs should focus on clarifying the importance of balanced nutrition, including calorie monitoring, encourage mindful consideration of food groups and their proportions, and addressing the practical challenges of sustaining an affordable and nutritious diet.

The present study revealed significant demographic variations in perceptions of a healthy diet. Females had a slightly more positive perception than males, aligning with existing literature on gender differences in dietary attitudes and practices [39, 40]. Young adults also held more positive perceptions than older age groups, reflecting possible generational differences in health consciousness. Higher educational attainment was associated with more positive perceptions, echoing the impact of education on health-seeking behaviour and attitude [41]. Notably, those with normal weight had more positive perceptions than those classified as obese, reflecting possible challenges faced by individuals with higher BMI in adopting healthy dietary habits [29]. Overall, our findings align with other studies among Brazilian and Polish adults [42, 43], emphasizing the importance of considering these differences in establishing targeted interventions to improve overall healthy eating attitudes and habits among people.

Health motivation emerged as the predominant factor driving food choices, underscoring a more health-orientated behaviour among the study sample. This agrees with other studies among different populations in the Mediterranean countries [44], Italian [29], and Croatian consumers [45]. Moreover, emotional and environmental/political motivations also held significance among our participants, aligning with studies emphasizing emotional connections to food and growing concerns about sustainability and ethical aspects of consumption [46,47,48]. In addition, these findings agree with previous research on food choice motivation being the second most important motive for adults [29, 45]. Therefore, the prominence of health motivation in influencing food choices can be understood in the context of the UAE's comprehensive public health initiatives aimed at reducing the prevalence of chronic diseases such as obesity and diabetes. These campaigns likely increase public awareness and concern for health, reinforcing the significance of health-related food choices.

Upon examining individual items, the study highlighted key priorities among our participants. Participants mostly agreed on the importance of eating food that supports health, highlighting a shared value among participants on how good nutrition supports well-being. Moreover, they mostly agreed that food has an emotional significance for them and makes them feel good. This indicates that individuals have an emotional and psychological connection with food that goes beyond its nutritional value. Additionally, participants recognized meals as a time of fellowship and pleasure, which aligns with cultural and social norms in the UAE and the region [49]. Further, taking an active approach to reducing food waste while cooking was also important to them, indicating an increasing awareness and dedication to sustainability given the country鈥檚 efforts in achieving the United Nations Sustainable Development Goals, particularly zero hunger [48, 50]. The observed influence of environmental and political motivations may be attributed to the UAE's recent emphasis on sustainability, such as the National Food Security Strategy 2051. These motivations suggest a growing awareness of the environmental impact of food choices, which could be leveraged in future public health and sustainability campaigns.

Differences in food choice motivation scores based on sociodemographic factors, including gender, age, education, employment, and BMI, were observed in the present study. This aligns with studies focusing on determinants of food choices and acknowledging that certain personal factors such as biological features, physiological needs, cognitive factors, as well as sociocultural factors can play a pivotal role in people鈥檚 food choices [3, 51].

In the present study, distinct motivational patterns were outlined through segmentation via cluster analysis, which showed varying degrees of emphasis on motivations. Cluster 1, comprising 61.2% of the participants, showcased a comprehensive approach, emphasizing health first and focusing on emotional, environmental/political motivations. Cluster 2, conversely, demonstrated a health-focused approach with a relatively lesser inclination towards emotional and environmental factors, indicating a more concentrated emphasis on health considerations. These findings align with a study by Zwierczyk et al. [43], indicating that dietary behaviour is influenced by motivations that go beyond health considerations. While still significant, health motivations are closely intertwined with emotional, economic, and marketing motivations, pointing to a more holistic approach to understanding the factors that shape food choices among our participants, particularly in cluster 1 [43]. Additionally, our findings were comparable to a study among Italian consumers, where their cluster analysis identified groups influenced by health or emotional factors [29], and to a study among Croatian consumers, where the identified groups were influenced by emotional or health motivations [45]. The findings align with the Health Belief Model, which suggests that individuals are more likely to engage in health-promoting behaviors when they perceive a high risk of illness. In the UAE, awareness of diet-related health conditions may drive individuals to prioritize health when making food choices, especially given the country's high rates of non-communicable diseases.

Further, in the present study, some significant sociodemographic differences were observed based on clusters, especially in terms of sex and income. Cluster 1, which constituted the majority of participants, had a higher proportion of females. This could imply that women are more inclined to belong to a cluster that is influenced by a wide range of motivations, such as health, emotional, and environmental/political factors, compared to men. In contrast, Cluster 2, which had a larger percentage of males, was mainly focused on motivations related to health and considered other motivation categories less important. The composition of clusters based on sex could be explained by a range of factors such as societal norms, cultural influences, and individual preferences [3]. By comprehending these differences, we can develop focused interventions and communication tactics that meet the unique needs of specific gender groups, encouraging more sustainable and healthier food choices. In addition, the differences based on income levels indicate that financial factors may have an impact on determining the reasons behind food choices. People belonging to Cluster 1, who have lower incomes, may prioritize a variety of motivations, which could be influenced by affordability concerns. On the other hand, Cluster 2, who have higher incomes, may have the liberty to concentrate more on motivations related to health. This emphasizes the significance of considering socioeconomic status while devising interventions that cater to people with diverse economic backgrounds.

This study has several limitations. The use of an online survey may have excluded individuals without internet access, limiting the inclusivity of the sample. Additionally, the convenience sampling method may reduce the generalizability of the findings, particularly given the lower representation of non-Arab participants. Self-reported height and weight data used to calculate BMI may also introduce inaccuracies. Despite these limitations, the large and diverse sample size enhances the study's validity and provides valuable insights into food choice motivations in the UAE. The study is also noteworthy for its novelty in the country and the Middle East context, as it is the first to conduct research on this topic in the region. This not only significantly contributes to the existing body of knowledge but also addresses a notable gap in the literature.

Conclusion

The findings of this study provide valuable insights into the motivations and perceptions influencing food choices among adults in the UAE. Health motivations emerged as the primary driver of food selection, with notable contributions from emotional and environmental considerations. These findings highlight the importance of addressing diverse motivators to promote healthier eating habits. Future interventions and policies should adopt a holistic approach, integrating health, emotional, economic, and environmental aspects to effectively encourage sustainable and nutritious dietary practices across different population groups.

Data availability

The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request.

Abbreviations

BMI:

Body mass index

EATMOT:

The Eating Motivation Scale

HCA:

Hierarchical Cluster Analysis

I-CVI:

Item-Level Content Validity Index

S-CVI/Ave:

Scale-Level Content Validity Index

SD:

Standard deviations

UAE:

United Arab Emirates

UOS:

University of Sharjah

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Acknowledgements

We acknowledge all those who helped in the data collection.

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Authors and Affiliations

Authors

Contributions

Conceptualization: L.C.I, T.M.O, R.S.O, L.S and A.S.A. Methodology: L.C.I, T.M.O, and R.S.O. Data collection: M.A, F.A, A.F, H.A, and R.A. Formal analysis: L.C.I, E.M, S.T.S. Writing鈥攐riginal draft preparation:: L.C.I, T.M.O, S.T.S, and M.N.M. Writing鈥攔eview and editing: R.S.O, E.M, L.S, H.I.A, M.H, and A.S.D. All authors have read and agreed to the published version of the manuscript.

Corresponding authors

Correspondence to Leila Cheikh Ismail or Lily Stojanovska.

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The study was conducted following the ethical standards laid down in the 1964 Helsinki Declaration on medical research on human subjects. Ethical approvals were obtained from the Research Ethics Committee at the University of Sharjah (UOS) (REC-23鈥03-22鈥01-S). No identification information was collected to assure confidentiality and anonymity of participants. Written informed consent was obtained from all participants.

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Cheikh Ismail, L., Osaili, T.M., Obaid, R.S. et al. Food choice motivations and perceptions of healthy eating: a cross-sectional study among consumers in the UAE. 樱花视频 25, 442 (2025). https://doi.org/10.1186/s12889-024-20836-8

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