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Change the wording of the question. Doesn't include self identity/ lifestyle. Also restricts to people already set on eating healthier. Should be more broad to include other people who should be eating healthier too.
Consider audience. Who would be the most likely to buy ready meals? Students, busy people, mum
No need for consumerism. Self identity and lifestyle enough for the theoretical side, consumerism would be too much to look at and not as relevant.
Think about convenience. Initial thoughts were that the meals would be available in supermarkets but that isn't as convenient (consider subscription)
mob kitchen - research
social media.
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