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Kraszewska Magdalena (Collegium Civitas), Chudzian Joanna (Szkoła Główna Gospodarstwa Wiejskiego w Warszawie)
Postawy młodych polskich konsumentów względem żywności funkcjonalnej
Attitudes and Preferences Toward Functional Foods among Young Polish Consumers
Przedsiębiorczość i Zarządzanie, 2016, t. 17, z. 4, cz. 3, s. 103-117, tab., bibliogr. 32 poz.
Entrepreneurship and Management
Issue title
Nowe trendy w zarządzaniu - perspektywa marketingowa i personalna
Żywność funkcjonalna, Zachowania konsumenta, Rynek żywności
Functional food, Consumer behaviour, Food market
Celem badania było ustalenie poziomu wiedzy o ŻF oraz wyszczególnienie najważniejszych względem niej postaw. Kolejnym celem było zbadanie akceptacji oraz intencji zakupu tego rodzaju produktów wśród młodych polskich konsumentów. Jesteśmy też zainteresowani postrzeganiem tego rodzaju żywności przez młodych polskich konsumentów, a w szczególności oceną jej poszczególnych atrybutów. (fragment tekstu)

Functional foods is a well-established food category in the advanced markets. However, only a few studies in this area were reported in Poland. In this study PAPI surveys were conducted in four Polish cities resulting in a sample of N=657 of adolescents and young consumers. The aim of the study was to gain an insight into awareness, perception, acceptance and purchase behaviour of young consumers of functional foods. Results suggest that functional foods are well-known in Polish market and have a segment of loyal customers among young consumers. Consumers appreciate the qualities of those foods, particularly its healthiness and high quality, moreover, they are willing to pay extra for this additional value. Sensory characteristics, still play a central role during a functional food choice. Three components of the overall attitude toward functional foods were identified: health orientation, preference for functional foods and preference for natural foods. (original abstract)
Full text
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