Adaptation of the food choice questionnaire – Digitalization of the word association method

In the last decade, bread consumption was decreasing in Hungary (from 44.5 kg to 34.4 kg/capita). Our aim is to identify the factors influencing the consumption of different bread and bakery products, using the Food Choice Questionnaire (FCQ). FCQ is frequently used to explore factors (e.g., price, packaging, etc.) influencing the purchase of different food products. The adapted version of the FCQ for breads and bakery products is not yet available in Hungarian language. Word association (WA) and triangulation methods are usually used in the adaptation process. Due to COVID-19, WA method was performed with a newly developed application presenting six photos of breads. This was completed by 193 participants. Responses were analysed using a categorizing triangulation technique, based on which the FCQ was modified. In this study, we present the implementation and the results of the digitalized WA method and its use in the adaptation process of the FCQ.