To read this content please select one of the options below:

(excl. tax) 30 days to view and download

Exploring consumer behavior and attitudes toward healthy food in Slovakia

Kristína Predanócyová, Peter Šedík, Elena Horská

British Food Journal

ISSN: 0007-070X

Article publication date: 25 October 2022

Issue publication date: 16 May 2023

660

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

Copyright © 2022, Emerald Publishing Limited

Related articles