CONSUMERS ATTITUDES, KNOWLEDGE AND CONSUMPTION OF PRODUCTS WITH NUTRITION AND HEALTH CLAIMS
DOI:
https://doi.org/10.5937/ekoPolj1502335MKeywords:
health claim, nutrition claim, food labels, nutrition knowledge, consumer behavior.Abstract
The paper presents the selected results of consumers study of food products in Serbia. It focuses on the products with nutrition and health claims (NHCs) and the analysis of the main consumers characteristics which influence their awareness and knowledge about NHCs, their attitudes toward products with NHC and their purchase intentions. Different socio-demographic factors that influence consumers behavior were investigated. Education, gender, age and income of the respondents are the key factors which influence awareness, knowledge and consumption. As those products are closely related to consumers health, we presented the results based on the differences in health status of the respondents. Main fndings show that the respondents with health problems do not consume those products as often as others, which is the outcome of a low level of nutrition knowledge. This represents a major restraining factor for the increase in consumption. After identifying the characteristics of demand, we have suggested some proposals for managers, aimed at overcoming the identifed problems, and for government institutions so as to obtain a proactive approach to improving the overall health of the population.
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References
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25.Žeželj, I., Milošević, J., Stojanović, Ž., Ognjanov, G. (2012): The motivational and informational basis of attitudes toward foods with health claims, Appetite, vol. 59, no. 3, pp. 960-967.
2. Bornkessel, S., Bröring, S.,Omta, S.W.F., van Trijp, H. (2014): What determines ingredient awareness of consumers? A study on ten functional food ingredients, Food Quality and Preference, no. 32, pp. 330–339.
3. Chan, C., Patch, C., Williams, P. (2005): Australian consumers are sceptical about but influenced by claims about fat on food labels, European Journal of Clinical Nutrition, vol. 59, pp. 148–151.
4. Ford, G., Hastak, M., Mitra, A., Ringold, D. (1996): Can Consumers Interpret Nutrition Information in the Presence of a Health Claim? A Laboratory Investigation, Journal of Public Policy & Marketing, vol. 15, no. 1, pp. 16-27.
5. Gagić, S., Jovičić, A., Tešanović, D., Kalenjuk, B. (2014): Motives for food choice among Serbian consumers, Economics of Agriculture, vol. 61, no. 1, pp. 41-51.
6. Health claims, EU Commission, Brussels, Belgium, available at: http://ec.europa.eu/food/food/labellingnutrition/claims/ health_claims_en.htm
7. Health and nutrition claims, European Commission, Brussels, Belgium, available at: http://ec.europa.eu/food/food/labellingnutrition/claims/index_en.htm
8. Kozup, J., Creyer, E., Burton, S. (2003): Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers Evaluations of Packaged Food Products and Restaurant Menu Items, Journal of Marketing, no. 67, pp. 19-34.
9. Lalor, F., Kennedy, J., Flynn, M., Wall, P. (2010): A study of nutrition and health claims – a snapshot of whats on the Irish market, Public Health Nutrition, vol. 13, no. 5, pp. 704–711.
10.Milošević, J., Žeželj, I., Gortonc, M.,Barjolle, D. (2012): Understanding the motives for food choice in Western Balkan Countries, Appetite, vol. 58, no. 1, pp. 205–214.
11. Mitić, S., Gligorijević, M. (2012): Consumers attitudes towards nutrition labeling and health claims on food products in Serbia, 3rdEMAC CEE Regional Conference, September 12-14, Belgrade, Faculty of Economics, University of Belgrade, pp. 83-89.
12.Mitić, S., Gligorijević, M., Zečević, A. (2013): Istraživanje ponude prehrambenih proizvoda sa zdravstvenim i nutritivnim izjavama, Ekonomska politika i razvoj (Eds: Jovanović Gavrilović, B., Rakonjac Antić, T., Stojanović, Ž., Filipović, M., Ekonomski fakultet, Univerzitet u Beogradu, Beograd, pp. 55-79.
13.Mitić, S., Gligorijević, M. (2013): Project no. III 41030 - Biological mechanism, nutrition intake and status of polyunsaturated fatty acids and folates: section 5 - Nutrition and consumers, survey research, internal documentation (questionnaires), Faculty of Economics, Belgrade University.
14.Næs, T., Kubberød, E., Sivertsen, H. (2001): Identifying and interpreting market segments using conjoint analysis, Food Quality and Preference, no. 12, pp. 133–143.
15.Niva, M. (2006): Can we predict who adopts health-promoting foods? Users of functional foods in Finland, Scandinavian Journal of Food and Nutrition, no. 50, pp. 13– 24.
16.Niva, M.,Mäkelä, J. (2005): Finns and functional foods: socio-demographics, health efforts, notions of technology and the acceptability of health-promoting foods, International Journal of Consumer Studies, vol. 31, no. 1, pp. 34-45.
17.Regulation (EC) No 1924/2006 of the European parliament and of the Council, 20 December 2006, Bruxelles, Belgium, available at: http://eur-lex.europa.eu/legal-content/en/txt/pdf/?uri=celex:3200 6r1924&from=en
18.Roos, E. (1998): Gender, socioeconomic status and family status as determinants of food behavior, Social Science and Medicine, vo. 46, pp. 1519–1529.
19.Sanlier, N., Karakus, S. (2010): Evaluation of food purchasing behaviour of consumers from supermarkets, British Food Journal, no. 112, pp. 140-150.
20.Shimizu, T. (2003): Health Claims and Scientifc Substantiation of Functional Foods - Japanese System Aiming the Global Standard, Current topics in Nutraceutical Research, vol. 1, no. 2, pp. 1-12.
21.Shine, A., OReilly, S., OSullivan, K. (1997): Consumer use of nutrition labels, British Food Journal, vol. 99, no. 8, pp. 290-296.
22.Steptoe, A., Pollard, T., Wardle, J. (1995): Development of a measure of the motives underlying the selection of food: The food choice questionnaire, Appetite, no. 25, pp. 267- 284.
23.Stojanović, Ž., Dragutinović Mitrović, R. (2012): The Serbian Functional Food Market: Does Regulation Make a Difference?, Economic Annals, vo. 57, no. 193, pp. 53-69.
24.Stojanović, Ž., Ognjanov, G.,Dragutinović Mitrović, R. (2010): Nutritional & Health Claimed Products Market Development in Serbia: Exploration of Findings Obtained from In Depth Interviews, 1stJoint EAAE/AAEA Seminar, The Economics of Food, Food Choice and Health, September 15–17, Freising, Germany.
25.Žeželj, I., Milošević, J., Stojanović, Ž., Ognjanov, G. (2012): The motivational and informational basis of attitudes toward foods with health claims, Appetite, vol. 59, no. 3, pp. 960-967.
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Published
2015-06-30
How to Cite
Mitić, S., & Gligorijević, M. (2015). CONSUMERS ATTITUDES, KNOWLEDGE AND CONSUMPTION OF PRODUCTS WITH NUTRITION AND HEALTH CLAIMS. Ekonomika Poljoprivrede, 62(2), 335–352. https://doi.org/10.5937/ekoPolj1502335M
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