Consumers' convenience orientation towards meal preparation: conceptualization and measurement

Consumer researchers consider convenience orientation towards meal preparation to be a relevant construct for understanding consumer behavior towards foods. This study set out to conceptualize this construct and to develop a scale that measures it. As examined in two different samples of meal preparers, the resulting scale is reliable, satisfies a unifactorial structure and has satisfactory convergent validity. The scale's nomological validity is supported in that it conforms to expectations regarding various psychographic constructs and various food-related behaviors. Convenience orientation was found to be negatively related to cooking enjoyment, involvement with food products and variety seeking, and to be positively related to role overload. The analyses also suggest that the lack of relation between the meal preparer's working status and convenience food consumption, as found in many studies, is due to convenience food not offering enough preparation convenience. Consuming take-away meals and eating in restaurants appear to satisfy the consumer's need for convenience more adequately.