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Abstract
People’s motives for food choice depend on a number of very complex economic, social and
individual factors. A Food Choice Questionnaire (FCQ), an instrument that measures the
importance of factors underlying food choice, was used to reveal the Serbian consumers’
food choice motives by survey of 450 respondents of different age groups. A confirmatory
factor analysis was conducted on the motive items, using 11 factors. Previous research shows
that the nutrition in Serbia is not balanced enough, and therefore the analysis of motives for
food choice is considered a useful tool for the planning of more efficient public policies and
interventions aimed at influencing healthier eating habits. Hence the results can be useful for
researchers as well as for public institutions which deal with creating the strategy of public
health or businessmen who produce and sell food products, because knowing consumer
behaviour is necessary for product success on the market.