Time, food shopping and food preparation: some attitudinal linkages

Time is a multidimensional entity and research into how we allocate our time is still at an early stage of development. Food shopping and meal preparation are two related activities which involve a significant consumption of time. Reports on research into attitudes to time and investigates three different aspects of people’s attitudes towards food shopping and preparation: an enjoyment of cooking; and a traditional orientation and a modern (role‐sharing) attitude to the linked activities. Identifies two clearly defined groups. No differences between the groups existed on demographic factors such as age, gender, whether the respondent had paid work and housing type. No differences existed in their ownership of time‐saving consumer durables. One group clearly saw mealtimes as significant activities and found cooking enjoyable. It did not matter whether the people in this group were time‐pressured or not ‐ they chose to allocate time to these activities and they differed in their attitudes to time. A substantial group in society still do see food shopping and meal preparation as important activities. Contends that while such individuals may be subject to modern‐day pressures they still appear to organize their time to maintain a traditional perspective. Considers the implications for food retailers and other marketers.