Abstract
Accessibility is one of the main factors determining dietary habits. Food deserts are the zones where it is difficult to access healthy food. The main purpose of this study is to reveal the food perceptions, behaviors and food experiences of individuals living in food deserts in Guilford County, North Carolina. The ISAC analysis procedure (which includes identification, segmentation, and characterization stages), first published in this paper, was used to examine the study data. Factor analysis isolated the following dimensions of food value, emotional, environmental & social, economic, ethical and safety in the identification stage. Using these dimensions as clustering variables, segments labeled as value-positive, value-negative, and hedonic approaches to food values were identified. The Value-Positive segment consists mostly of African Americans who work full-time, are middle-aged, and live in one-person households. The Hedonic segment consists mostly of women, full-time workers, and young adults. Older, unemployed, and low-income individuals represent the value-negative segment. Results clearly show that each segment differed according to its demographic and behavioral characteristics. The qualitative analysis revealed that factors other than access to food are important in determining food desert residents’ relationship with food and even though residents recognize that food plays a key role in achieving good health, they are reluctant to follow healthier diets because it takes too long realize the positive effects. Overall, these results can be used to develop targeted strategies and policies for a healthier society and a better quality of life.