“…Compared with other age groups, young and middle‐aged adults have relatively higher stability and autonomy in food choices (Batis et al, ; Ma, ; Roos, Lehto & Ray, ). Moreover, with the social changes and rapid economic growth of mainland China, young and middle‐aged adults suffer more than before from serious eating‐related health problems such as obesity, hypertension and diabetes, with negative effects on their well‐being (Batis et al, ; Wang, Wang, Xue, & Qu, ; Zhao, Liu, Hu, Chen, & Sun, ). Additionally, young and middle‐aged adults are the main force behind Chinese food consumption, making up the largest market segment in mainland China (Wang et al, ; Zhang, Dagevos, He, Van der Lans, & Zhai, ).…”