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Social
The cultures or societies that people live in, along with the type of contact that
individuals have with one another (social factors), influence food choices. The
importance of beliefs, traditions and taboos was discussed earlier in this chapter and
we have observed that the media, as part of everyday life, influence us to make
certain food choices. The type of lifestyle, job and education, size of the family and
the importance of hospitality within the social group are also important when we
make food choices.
Culture and traditions
Traditions are customs that are repeated at specific times
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by members of a group or society. Many traditions relating to special occasions involve food. Festive
and social occasions always involve food to some degree, and the meal is often the focus of the
event. Family traditions often revolve around food, as do major social and cultural customs in most
societies, for example:
• Easter — a time of giving and receiving painted hard boiled eggs, or confectionery and chocolate
eggs
Chinese New Year — celebration with displays of special foods such as rice cakes
Lifestyle
In general, lifestyle factors that influence food selection relate to:
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Employment- What you choose to eat may depend on the physical demands of your job. For
example, construction work requires more energy than working in a video store does. Active jobs
require the worker to eat more carbohydrate rich foods for energy, while people who do sedentary
work (a task that requires little bodily movement) need to be careful not to overeat.
Education- Obviously, wiser choices come from having more information about the options.People
also become better informed about nutrition and food choices through government programs, reading
magazines, watching various television shows, food store hand outs and fast food brochures. The
better informed a person is about the nutrient content of foods, dietary requirements and food
preparation, the greater the likelihood of wiser food selections.
Geographic location-the staple food of a country will most likely depend on whether it can be grown
given the geography and climatic conditions. If the climate is tropical, then growing sugar cane,
pineapples, bananas and coconuts is perfect and these foods will be cheaper, more plentiful and
often used in a variety of culinary ways.Climate affects not only the types of food grown in an area but
also the food choices people make. Summer brings the desire for bright, fresh, light foods — fresh
fruit salads, juices and smoothies, cold quiches and crispy salads, ice creams and barbecues. Winter
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is the season of porridge and thick soups, meat pies and lunchtime pastas, warm drinks and hot
desserts.
Travel and interests-Most countries are now open to tourists; the internet allows us to make
purchases from faraway places; and trade agreements between nations have meant that major
events in one part of the world can be felt throughout the rest of the world. When traveling, we
experience a wide range of foods, some of which we like and seek out upon returning home. Personal
interests and the interests of close personal friends can also influence food choices.
Household structures and roles-The makeup of the family unit determines the variety, quality and
quantity of food consumed in a meal. For example, young children who have very sensitive taste buds
prefer less spicy foods, while elderly people may have a reduced sense of taste and often like more
heavily flavored (especially salty and sweet) foods. Personal likes and dis likes are often the most
important factor in food selection within a household.Catering to different dietary needs within the
family may mean that more care needs to be taken to prepare food in an attractive and enjoyable
way.
Social interaction
Food has long been a symbol of friendship and hospitality. When friends enter your home one of the
first things you do is offer them something to eat and drink.Food helps to create a relaxed atmosphere
in which even a shy person can be part of the group by busying themselves with preparing or serving
food.
Media
In an affluent country like Australia, the media play a big role in the food selections we make.
Advertising of food is everywhere, each day we are exposed to thousands of advertising text, images
and sounds from magazines, bill boards, the radio, cinemas, the internet and television.Much of the
food advertised through the media is lower in nutritional value than its unprocessed or less refined
alternatives. However, these products are presented as if they are the very basis of a healthy and
happy lifestyle.
Peer group
An individual’s peers are people in roughly the same age group with the same social status.The
influence of the peer group is strongest during adolescence. The need for acceptance makes
teenagers eat what and when their friends eat rather than what their parents think they should eat and
what is nutritionally sound. Trying new things is safer in a peer group, and sharing food is a good way
to get to know people and cement friendships.
Hospitality at home
Family entertaining in the home environment is becoming more informal and less frequent. People’s
lives are busier and, with the increasing range of takeaway food outlets and restaurants, it is often
easier to have others do the cooking. Working parents do not have the time to shop and cook for a
dinner party; it is easier to use takeaway meals or go to a restaurant where the washing up is done by
others.
Economic
Cost of food
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Cost is one of the most important factors when we select food. It is particularly important for lowincome families, students and the elderly; it is not uncommon for these groups to spend 33 per cent of
their total income on food.
The cost of food varies according to:
how much is bought at once — if there is storage space,large quantities are a better buy • whether the
food is in season or locally produced
how much processing the food has undergone — preprepared marinated chicken skewers or bags of
salad cost more. Surprisingly, lessprocessed foods, for example, freshly squeezed orange juice from
the greengrocer, can also cost more than the regular product.
• place of purchase — if chosen carefully, food bought at a market or roadside stall can save money,
but there is usually no moneyback guarantee
store specials and purchase of generic brands (large supermarkets have their own label).
Available resources
Time is a resource that commonly limits what we buy and prepare for meals, while our know ledge of
and skills in cooking may become rusty over time without use.Resources can be interchangeable. If
you have the money you can choose to go to a restaurant for a meal, but if money is short you can
use your skills, knowledge and food ingredients to make a meal. Time and money can be used wisely
by freezing and safely storing foods that are in season, on sale, or in larger quantities than can be
used immediately. The microwave can defrost foods quickly and is cheaper to run than a conventional
oven.
The marketplace
The marketplace refers to the place where consumers purchase food. It may be the corner store, the
small local super market, the suburban shopping centre, or the buying and selling of goods on world
markets. Generally, the smaller the selling venue is, the more expensive the food items are. Small
stores buy their food items from larger stores or wholesalers, and increase the selling price to cover
their costs.selling venue is, the more expensive the food items are. Small stores buy their food items
from larger stores or wholesalers, and increase the selling price to cover their costs.
Available resources
Time is a resource that commonly limits what we buy and prepare for meals, while our know ledge of
and skills in cooking may become rusty over time without use.Resources can be interchangeable. If
you have the money you can choose to go to a restaurant for a meal, but if money is short you can
use your skills, knowledge and food ingredients to make a meal. Time and money can be used wisely
by freezing and safely storing foods that are in season, on sale, or in larger quantities than can be
used immediately. The microwave can defrost foods quickly and is cheaper to run than a conventional
oven.
Occupation and finances
As discussed previously, the type of job a person does influences their food selection. The physical
demands of the job and its social expectations are reflected in food choices. The income received
from employment also determines the quality and quantity of food chosen. For many Australian
families, and many other individuals throughout the world, economic factors are the most important
consideration when purchasing food.