POSTRZEGANIE ŻYWNOŚCI O DZIAŁANIU PROZDROWOTNYM JAKO DETERMINANTA ZACHOWAŃ NABYWCZYCH KONSUMENTÓW
PERCEPTION OF HEALTH PROMOTING FOODS AS A DETERMINANT OF CONSUMERS’ PURCHASING BEHAVIOURS

Summary/Abstract: The aim was to determine the importance of some beliefs and labels in conditioning consumers’ willingness to buy bread with increased health benefits. The importance of some sociodemographic characteristics as variables differentiating the perception of food with health promoting effect on the example of bread was presented. Three concepts of bread were evaluated, including white wheat bread presented without information about the salt content, with nutrition and health claim. The opinions regarding the risk of hypertension, the salt intake, the taste as an important factor in food choice and the intention to increase the consumption of foods with reduced salt content were assessed. The study was carried out within a group of 660 adult consumer in 2015.

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