Exploring convenience orientation as a food motivation for college students living in residence halls

Abstract The main objective of this paper is to study the concept of convenience orientation among young adults. A project was conducted among students living in residence halls, where information on their food motivation and behaviour was obtained. Data were collected using a self‐administered questionnaire filled out by 319 students. Convenience ap‐pears to be the most important food motivation followed by price, pleasure, health and concern about weight. Positive correlations were obtained between convenience and: deciding what to eat, having a varied diet and lack of time, all of which were considered to be difficulties associated with living in residence. Negative correlations were obtained between convenience and total time spent cooking per day and having learned to be autonomous in the kitchen. For male, the perception of eating well, having a varied diet, and maintaining weight were negatively correlated to convenience. For female, the correlation between convenience and the difficulty of eating enough was significant and positive. Negative correlations were obtained between convenience and fresh vegetables, potatoes, eggs, fresh meat, fresh fish and fresh poultry, herbal tea and alcohol. Positive correlations were obtained between convenience, frozen foods and foods brought from the parents’ home. Findings are discussed from both a health and a family perspective.