What Motivates You to Eat Out? A Study on Food Neophobia and Consumption Behavior

Abstract

Studies on food and food decisions are a recurring topic in the field of consumer behavior due to the constant introduction of new foods and types of restaurants. This study explores the relationship between food and food neophobia in consumers from Hermosillo through an exploratory approach. Through a survey administered to 436 participants, it was analyzed how levels of food neophobia affect the frequency of consumption outside the home. The results indicate that food neophobia plays an important role in consumer decisions, with a majority of respondents showing high levels of neophobia according to the mean of a validated scale. Through a chi-square test (p = 0.000), relevant patterns were identified in the evaluation of attributes when choosing a restaurant. Furthermore, the inverse items of the scale, related to the pleasure of trying new foods, obtained the highest means. Finally, a cluster analysis allowed consumers to be segmented according to their level of neophobia and their frequency of consumption in restaurants, four consumer profiles were identified: Explorers, Conservatives and Fearful, Curious, but from Home and Traditionalists, each with patterns of consumption. These findings provide valuable information on psychological barriers and food preferences, providing key ideas for the design of strategies in the restaurant sector.