This article aims to explore the influence of values concerning food consumption and the effect of physical activity habit moderation on these.
The consumption value theory was used as a base, and a survey with 292 participants was analysed by means of factor analysis and structural equation modelling.
The findings are presented at three levels. The first is the clustering of food consumption habits in different dimensions: healthy, unhealthy and hybrid. The second is the relationship between values and food consumption. In detail: (1) emotional value is the only significant measurement for the consumption of the three food dimensions; (2) social value is a significant measurement for healthy food consumption; (3) conditional value is significant for the consumption of hybrid and unhealthy foods; (4) epistemic value has significance in the consumption of hybrid foods; (5) functional value is denied for all dimensions. The third concerns the relationship between value perceptions and food consumption moderated by physical activity in: (1) social value of healthy foods; (2) functional value of hybrid foods; and (3) emotional and epistemic values of unhealthy foods.
This paper adds to the literature on consumption values and raises new insights into value and habits regarding food consumption, such as physical activity involved in the consumption context.
