Oczekiwania konsumentów na rynku produktów prozdrowotnych i przyjaznych dla środowiska
Consumers’ Expectations on the Healthy and Environmentally Friendly Market

Summary/Abstract: The paper presents consumers’ expectations on the healthy and environmentally friendly market. Described expectations should be seen as a kind of challenge for entrepreneurs who should try to respond to the changing trends in consumption and adjust their offer to those expectations. Undoubtedly, the analysis of consumers' expectations should help companies to design products that meet with acceptance from customers. On the other hand, the richness and diversity of poten-tial product innovations create an incredible opportunity for entrepreneurs to acquire a completely new target groups and enter on new markets. Entrepreneurs are not always aware of all the benefits of this type of action. The article is based on selected results of a study on the attitudes and prefer-ences of consumers the healthy and environmentally friendly market. The study was carried out by the staff of the Department of Marketing and Regional Development, UTP in Bydgoszcz, at the end of 2014. For the purposes of this study an analysis and evaluation of the significance was performed only for selected factors influencing the consumers’ on the healthy and environmentally friendly market. These expectations substantially influence the purchasing decisions of consumers. Emphasis was put on the following factors: risk reductions of civilization diseases, beneficial effects on the body functions, (eg. reduction of cholesterol level, improvement of body immunity, improvement of concentration etc.), reduction of body weight, improvement of mood and well-being, reduction of household maintenance costs, facilities in recycling of household products (eg. electronic equipment).

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