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This study investigates the effect of socioeconomic and demographic variables, nutrition and health related factors, attitudes, and use of nutritional labels on consumers' choice for healthier food products. Seven equations are estimated representing different food types: luncheon meat, milk, cheese, ice cream, salad dressing, dessert, and meats. The results generally indicate that individuals who are less likely to choose a healthier alternative of a food product include: blacks, younger individuals, males, those with smaller households, smokers, those who take less exercise, those who are not on a special diet, those who are less aware about the linkage between diet and disease, those who put more importance on taste when food shopping, and those who less frequently use nutrition panels and labels that describe health benefits on food packages.

Beliefs about the health value of 22 selected country (native) and store‐bought foods and preference (degree of like or dislike) for these foods were examined among 208 northern native Canadians (Indian and Metis) representing three generations (adolescents and young adults, middle adults, older adults). Ratings were obtained by use of five‐point Likert‐type scales presented in pictorial format. Of the 22 foods studied highest health value scores were assigned to vegetables, fruits, fish, and country meats, and lowest were assigned to modern snack foods. Preference scores were highest for moose, bannock, and caribou, and lowest for luncheon meat. Statistically significant differences (P < 0.05) among the three generations were found in the health scores of 9 foods and in the preference scores of 8 foods. Of the three age groups, older adults were least skeptical of the health value of modern snack foods. Northern native people perceive differences in the health value of foods. Preference for country foods...