Abstract This paper develops a new perspective on the relevance of different food orientations for healthier and more sustainable diets. Consumers’ food orientations vary in the relative importance of sensory- and reward-related factors (hereafter called Reward) or beliefs and values that are causes for reflection on broader themes (hereafter called Reflection). To examine competing and complementary relationships of Reward and Reflection, an existing data set from the Netherlands was used. The graphical and statistical analyses of different consumer segments indicated that giving a relatively low importance to both Reward and Reflection (“routine taste”) is not favorable for healthier and more sustainable diets, that giving importance to Reward but not Reflection (“hedonic taste”) is not any better, but that giving a relatively high importance to both Reward and Reflection (“reflective taste”) can be a favorable, complementary combination. The relative importance of Reward and Reflection was also related to reported sources of meal inspiration, which showed the prominence of habits and point-of-sale information, on the one hand, and recipe-based inspiration, requiring product knowledge, meal planning and cooking skills, on the other hand. These findings are highly relevant for the development of diet change strategies.

中文翻译：

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探索“奖励”和“反思”在食物取向中的相对重要性：与更健康和更​​可持续饮食的相关性

摘要 本文就不同食物取向对更健康和更​​可持续饮食的相关性提出了新的观点。消费者的食物取向因感官和奖赏相关因素（以下称为奖赏）或导致对更广泛主题进行反思（以下称为反思）的信念和价值观的相对重要性而异。为了检查奖励和反思的竞争和互补关系，使用了来自荷兰的现有数据集。不同消费群体的图形和统计分析表明，对奖励和反思（“常规口味”）的重视程度相对较低不利于更健康和更​​可持续的饮食，重视奖励而不是反思（“享乐口味”） ) 也好不到哪里去，但是，给予奖励和反思（“反思品味”）相对较高的重要性可能是一个有利的、互补的组合。奖励和反思的相对重要性还与报告的膳食灵感来源有关，一方面表明习惯和销售点信息的重要性，另一方面是基于食谱的灵感，需要产品知识、膳食计划和烹饪另一方面，技能。这些发现与饮食改变策略的制定高度相关。另一方面，需要产品知识、膳食计划和烹饪技巧。这些发现与饮食改变策略的制定高度相关。另一方面，需要产品知识、膳食计划和烹饪技巧。这些发现与饮食改变策略的制定高度相关。