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This article aims to identify if psychographic factors, such as life values and lifestyles, affect the attitude of young people who consume international food. For this reason, we carried out univariate and multivariate analyses in order to determine the psychographic profile of a young consumer. The main findings show a segmentation based on two groups: self-orientation –that is made by two life values and lifestyles called experimenter and doer– and fighters and innovators. Likewise, we found, taking as a reference the VALS scale, that the influence of the cultural difference is high.

Los valores y estilos de vida de los jóvenes como factores de influencia en el consumo de alimentos internacionales