THE IMPORTANCE OF MARKETING COMMUNICATION IN RAISING AWARENESS OF HEALTHY FOODS
THE IMPORTANCE OF MARKETING COMMUNICATION IN RAISING AWARENESS OF HEALTHY FOODS

Summary/Abstract: In her contribution, the author deals with the topic of a healthy lifestyle and the specifics of shopping behaviour when buying healthy food at the time of the spreading Coronavirus. Marketers are following new trends and looking for incentives that, despite the difficult situation associated with economic uncertainty and growing consumer antipathy to traditional advertising forms, still influence them to buy and finally consume. Businesses have a number of tools to address and influence the customer to buy a specific food product. In order to gain a competitive advantage, they reach for lesser-known, but much more innovative forms of marketing communication. In the theoretical basis, the author characterizes a consumer from the Z generation, whose shopping behaviour changes in the context of technology and its relationship to them. The author deals in more detail with marketing communication tools that are able to influence the consumer of generation Z in the choice of food, such as packaging, advertising, personal recommendations and promotion. In the second part of the paper, it brings knowledge from research already carried out in the field of healthy eating. The aim was to find out the level of shopping behaviour in this segment, the relationship of young people to a healthy lifestyle, what are the specifics of their shopping behaviour and what factors influence them when buying healthy food.

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