1. Media and personal socialization agents toward emerging adults’ recipe choices: a cluster approach.
- Author
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Decorte, Paulien, Teunissen, Lauranna, Cuykx, Isabelle, Poels, Karolien, Smits, Tim, Pabian, Sara, van Royen, Kathleen, Qutteina, Yara, and De Backer, Charlotte
- Subjects
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SOCIALIZATION agents , *CONSUMER socialization , *TRANSITION to adulthood , *COVID-19 pandemic , *YOUNG adults - Abstract
As emerging adults (18–25) establish food decision-making independence, this study examines personal and media influences on their recipe choices via segmented approach. A survey during COVID-19 (
N = 556) assessed preferred recipe socialization agents (family members, friends, celebrity chefs, celebrities, food influencers). Two-step clustering identified three pre-COVID-19 and seven during-COVID-19 clusters with varying recipe socialization agents, revealing the dynamic, negotiated nature of recipe socialization in emerging adulthood, with both shared and differing preferences. The cluster shifts during COVID-19 reflected changes unique to emerging adulthood. These insights help scholars and foodservice businesses better understand emerging adult food consumer socialization. [ABSTRACT FROM AUTHOR]- Published
- 2025
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