© 2005 Blackwell Publishing Ltd International Journal of Consumer Studies, 29, 1, January 2005, pp55–63 55 Blackwell Science, LtdOxford, UKIJCInternational Journal of Consumer Studies1470-6423Blackwell Publishing Ltd, 200429 15563Original ArticleExploring convenience orientation as a food motivationM. Marquis Correspondence Marie Marquis, Department of Nutrition, Faculty of Medicine, University of Montreal, CP 6128, Succ. Centre-ville, Montreal (Quebec), Canada. H3C 3J7. E-mail: Marie.marquis@umontreal.ca Exploring convenience orientation as a food motivation for college students living in residence halls Marie Marquis Department of Nutrition, Faculty of Medicine, University of Montreal, Montreal (Quebec), Canada Abstract The main objective of this paper is to study the concept of convenience orientation among young adults. A project was conducted among students living in residence halls, where information on their food motivation and behaviour was obtained. Data were collected using a self-administered questionnaire filled out by 319 students. Convenience ap- pears to be the most important food motivation followed by price, pleasure, health and concern about weight. Posi- tive correlations were obtained between convenience and: deciding what to eat, having a varied diet and lack of time, all of which were considered to be difficulties associated with living in residence. Negative correlations were obtained between convenience and total time spent cooking per day and having learned to be autonomous in the kitchen. For male, the perception of eating well, having a varied diet, and maintaining weight were negatively correlated to conve- nience. For female, the correlation between convenience and the difficulty of eating enough was significant and pos- itive. Negative correlations were obtained between conve- nience and fresh vegetables, potatoes, eggs, fresh meat, fresh fish and fresh poultry, herbal tea and alcohol. Positive correlations were obtained between convenience, frozen foods and foods brought from the parents’ home. Findings are discussed from both a health and a family perspective. Keywords Convenience, food motivation, students, resi- dences, gender. Introduction Different studies have highlighted the quest for conve- nience as an important motivation explaining the food choices of adults, 1,2 young adults 3 and students. 4 The quest for convenience is known to be a consumer pref- erence explaining purchase behaviours and attitudes toward food and related services. Convenience is to be considered here to encompass various utilities, includ- ing time, place, acquisition and use of a product, such as food, or service. 5 The construct of convenience has two main dimensions: time and energy. 6,7 The time dimension usually refers to lack of time or to time pres- sure, either of which leads to convenience-oriented behaviour, while energy is subdivided into mental energy, usually in the form of the effort involved in planning ahead, and physical energy, which involves doing something to obtain a desired product or service. Young adults facing time constraints because of per- sonal and professional activities 4 are known to develop strategies to limit the time and energy devoted to duties perceived as time-consuming, such as cooking. More precisely, singles are known to be more convenience- oriented than people living in multiperson households. They are much more interested in meals which are easy to prepare. 7,8 More precisely, studies have documented Canadians’ lack of time and strategies to limit food preparation and food consumption. Canadian data on consumer behav- iour (n = 1261, 71% women, 29% men) 9 reveal that lack of time is an important issue. Thus, among those under 25 years old, 49% attribute to lack of time their decision as to whether or not to prepare a meal at home, the proportion being 39% for the average Canadian. As a substitute for such a meal, and taking into account the time scarcity, consumers also have a tendency to con- sume store-prepared meals, those under 25 being the ones who consume this type of meal most often. Adults in Western societies in general report that lack of time, the quest for convenience and a busy schedule all had a great impact on eating and on food choices. 10,11 Research also underlines that singles are among those