Students in the current study believed they are continuously challenged by competing demands, including academic responsibilities and involvement in extracurricular and social activities. As mentioned by Nelson et al.healthy food choices may become low priorities when compared to other commitments. Therefore, as described by our participants, students might be more likely to buy foods that are fast, convenient and inexpensive. Marquis et al.showed that college students often prioritize cost and convenience over health. Moreover, previous studies found that price is one of the most influential individual factors (next to taste) in determining food choice in both adults and adolescents. In our study, participants felt that offering more healthy (on campus) foods at a lower cost would contribute to more healthful food choices. Intervention studies in other populations have shown that price reductions increase purchases of lower-fat products and fruits and vegetables in cafeterias, workplaces and school vending machines. Given the importance of price in university students’ food choices, this might even be a more effective strategy in this population.