Exploring consumer behavior and attitudes toward healthy food in Slovakia
ISSN: 0007-070X
Article publication date: 25 October 2022
Issue publication date: 16 May 2023
Abstract
Purpose
The aim of this paper is to study attitudes and perception of Slovak consumers toward healthy food in terms of consumption, as well as to identify key factors during the purchasing process.
Design/methodology/approach
An online questionnaire survey was conducted using snowball sampling method in Slovakia (n = 1,138 respondents) between March and May 2021. By applying categorical principal component analysis, five latent factors were identified. Moreover, non-parametric tests (Chi-square test for independence, Kruskal–Wallis H test) were carried out to study differences between age cohorts.
Findings
Results showed that Slovak consumers mostly perceived as very healthy the following food categories: fruit, vegetables, honey, juices made of fruit and vegetables, fish meat or cereals, nuts and seeds. Moreover, research has identified five latent factors, which consumers mostly consider during purchase of healthy food as follows: price-marketing factor, information and composition factor, authenticity factor, quality factor and factor of motivation.
Originality/value
Research paper gives an important insight about consumer behavior and perception toward healthy food in Slovakia. Results provide valuable information for producers in terms of marketing and communication strategies. In addition, provided information can be used by policymakers for improving food policy to foster public health in the society.
Keywords
Acknowledgements
This publication was supported by the Operational Program Integrated Infrastructure within the project: Demand-driven research for the sustainable and innovative food, Drive4SIFood 313011V336, co-financed by the European Regional Development Fund.
Citation
Predanócyová, K., Šedík, P. and Horská, E. (2023), "Exploring consumer behavior and attitudes toward healthy food in Slovakia", British Food Journal, Vol. 125 No. 6, pp. 2053-2069. https://doi.org/10.1108/BFJ-06-2022-0517
Publisher
:Emerald Publishing Limited
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