Abstract
Background: Technological advancement has evolved dynamics in the pace of day-to-day life. Economic and social development has introduced new meanings at individual and societal levels. Modernity and development have transformed the social fabric and relationships. Social media has instigated a tremendous multifaceted transformation in lifestyle. An increase in disposable income from prepared food, especially contemporary cuisines, has evolved diversified changes in consumers' behavior. These changes include trends, perceptions, consumption patterns, and modes of fast food (quality, quantity, tastes), including delivery systems, among all age groups and genders. This study investigated the factors that influence food choices towards contemporary cuisine, the influence of contemporary cuisine food choice on homemade/traditional foods, and how food choices of contemporary cuisines affect family ties. Methods: In this exploratory study, a cross-sectional quantitative survey research method was used to obtain the insights of youths. A systematic random sampling procedure was adopted. We recruited at a public sector university of Lahore, namely, the Institute of Social and Cultural Studies, University of the Punjab. The sample size was 260. We used modified versions of the Food Frequency Questionnaire and the Food Choice Questionnaire to assess the food choices of contemporary cuisine, homemade/traditional food, and family ties. The Cronbach's coefficient alpha level varied from 0.62 to 0.85 among scales. We performed descriptive and inferential statistics (factor analysis and multivariate regression analysis) by using SPSS 23. Results: Age and education showed a significant relationship with traditional food. Taste was the only factor identified for food choices of contemporary cuisine. Traditional food and family ties were the factors identified in the analysis. Conclusions: Food choices of contemporary cuisines were found to be just for good taste and fun. Homemade food regulates the traditions of traditional food. Cooking and dinning together not only maintained the food choices but also encourage and motivate the connectedness and closeness that strengthen family ties.