Purpose: The purpose of this paper is to examine the applicability of the original 36-item Food Choice Questionnaire (FCQ) model developed by Steptoe et al. (1995) in Hungary.
Design/methodology/approach: The national representative questionnaire involved 1,050 individuals in Hungary in 2015. Several multivariable statistical techniques were applied for the analysis of the data: confirmatory factor analysis, principal component analysis, and cluster and Log-linear analysis.
Findings: The results indicate that the original nine-factor model is only partially applicable to Hungary. This study successfully managed to distinguish the following factors: health and natural content, mood, preparation convenience, price and purchase convenience, sensory appeal, familiarity, and ethical concern. The FCQ scales proved to be suitable for the description of clusters based on specific food choices and demographic characteristics. By using the factors, the following five clusters were identified: modern food enthusiast, tradition-oriented, optimizer, easy-choice and un-concerned, all of which could be addressed by public health policy with individually tailored messages.
Originality/value: The Hungarian testing process of the FCQ model contributes to an examination of its usability and provides the possibility of fitting the model to different cultures.
Keywords: Food choice; Motives; Questionnaire; Validity.