In the pursuit of a healthier diet among young Chinese adults: identifying important food quality attributes and factors that influence food choices

Summary The paper examines preferences for nutritional and health‐related food attributes, the importance placed on intrinsic and extrinsic characteristics of food and the individual, household and psychographic determinants when making choices. To address the lack of empirical studies, the paper estimates Poisson, negative binomial and linear regressions using data from 457 young Chinese adults between 18 and 30 years. The results show a strong preference for nutritional and health‐related food attributes. Gender and unemployment are associated with a decrease in the number of nutritional features valued in food choices. In contrast, a higher income and a positive perception of body shape are associated with an increase in the number of valued nutritional features. Also, older individuals assign lower importance to intrinsic and extrinsic characteristics in evaluating food, while larger household size, higher income, and positive body shape perception increase the importance placed on intrinsic and extrinsic characteristics in evaluating food. This paper examines preferences for food attributes among young adults in China. The findings show awareness and prioritisation of health‐conscious options in this demographic. Further, sensory appeal, convenience, economic factors, and sustainability are as pivotal. However, there are differences in choices across gender and income groups.