A Cross-Cultural Study of Health Interests and Pleasure by Consumers in 10 Countries

Abstract

Understanding how individuals balance health and pleasure in food choices is important for promoting healthier diets. This study examined 6300 adults across ten countries (630 per country) using the General Health Interest and Pleasure subscales of the Health and Taste Attitude Scales. Participants were grouped into four categories—HH-HP (High Health, High Pleasure), HH-LP (High Health, Low Pleasure), LH-HP (Low Health, High Pleasure), and LH-LP (Low Health, Low Pleasure)—based on their scores. Clear cross-national differences were observed. Respondents in Peru and China prioritized both health and pleasure, while those in Mexico and Russia scored higher on pleasure but lower on health. A polarized pattern was found in Japan, and a more balanced distribution appeared in Thailand and Spain. Australia, the United Kingdom, and the United States showed generally lower scores for both dimensions. Females tended to report higher health interest and greater pleasure in eating than males. Older age and higher education were also associated with stronger interest in health and food enjoyment. These results emphasize the importance of considering cultural and demographic variations when designing strategies to encourage healthy eating, and they support the cross-cultural validity of the Health and Taste Attitude Scales.