Exploring the impact of impulsivity and indulgent consumption on eating patterns of Chinese consumers

There is a growing concern about unhealthy eating habits and their impact on public health, underscoring the importance of research to understand its determinants and encourage healthy food habits. Using behavioural economic insights in researching dietary habit offer advantages beyond the scope of observational studies. Therefore, this paper examines impulsivity, self-indulgence, prudence and their associations with an individual’s eating habits and body mass index (BMI). Data were collected from a sample of 487 Chinese participants. Most participants (88%) had good eating habits based on the Healthy Eating Assessment score. The findings of a logistic regression analysis investigating the determinants of individual dietary behaviour based on participants’ self-rating of their overall dietary habits indicate that consumers who showed temporal impulsivity for favourite food tend to have poorer habits of eating healthy foods. The results of a multiple linear regression examining the factors that influence eating habits from a composite score of the Healthy Eating Assessment indicate that the score is better with temporal impulsivity for healthy food and poor with temporal impulsivity for unhealthy food. Further, the score decreases with impulsivity measured as low self-control. The control variables, age and gender, are also significant. The findings of a linear regression analysis exploring the determinants of BMI and their association with impulsivity, self-indulgence and prudence indicate that individuals with higher impulsivity measured as low self-control are mostly in the higher BMI category. These findings are important for designing and implementing public health initiatives to promote healthier dietary habits.