The impact of Food-related Media Advertising on Food Consumed Away from Home among Tabriz Citizens

Present study aimed at investigating the impact of food-related media advertising on food consumed away from home, taking the moderating effects of time-intensive working condition and residence place as background variables, by the use of survey (Descriptive correlation) method the theories of Robert Merton, Paul Lazar Sefild and Grebner, the theory of household production and Bourdieu and Delourmir were used. Study population includes all 15 years and over population of Tabriz city, whom 409 of them are selected as the sample by the use of stratified sampling technique according to 10 urban zones of the Tabriz city. Data were collected using a researcher-made questionnaire. The validity and reliability of the questionnaire were confirmed by Cronbach's alpha statistic, which was acceptable. According to the results, the average Food Consumed Away from Home was 1.48 times in the last month and respondents' use of media food advertising was 47.8% and their occupation was 47.4%. Based on Pearson correlation test results, Findings are indicative of significant relationship between foods consumed away from home and food-related media advertising (positively) and time-intensive working condition (positively and Significantly lower than 0.05 and relationship severity weak). Furthermore T-test, foods consumed away from home was significantly higher in affluent parts of the city, comparing to disadvantaged parts. According to fitted path model, among three independent variables which shown significant effects, residence place identified (Directly and indirectly) as the most important factor, and food-related media advertising and time-intensive working condition come next in this regard. Independent variables could explain around 13 percent of variations in foods consumed away from home.