Pro-health and hedonistic determinants of consumers’ decisions on the bread market

Main Article Content

Marzena Jeżewska-Zychowicz
Iwona Kowalczuk


Keywords : consumer, bread market, consumption, factors determining consumption
Abstract
The aim of the study was to determine the importance of healthy and hedonistic motives, including sensory aspects, in conditioning the willingness to consume six sorts of bread with various technological modifications. The research was conducted in September 2014 in a group of 1014 Poles aged 21 and above. A greater importance attributed to hedonistic motives favoured more frequent consumption of white bread, while the health motives were a factor limiting the consumption of this kind of bread. The importance of both motives did not diversify significantly declared willingness to eat bread with a long shelf life. Participants who declared greater importance of health and hedonistic motives demonstrated greater willingness to eat bread with healthy modifications compared with those who claimed that these motives were not important to them. The choice of bread with modifications aiming at increasing its health value was determined both by health and hedonistic motives. This means that consumers appreciated the health benefits of such food, but simultaneously expected positive emotions and experiences during and after its consumption.

Article Details

How to Cite
Jeżewska-Zychowicz, M., & Kowalczuk, I. (2016). Pro-health and hedonistic determinants of consumers’ decisions on the bread market. Zeszyty Naukowe SGGW - Ekonomika I Organizacja Gospodarki Żywnościowej, (114), 95–106. https://doi.org/10.22630/EIOGZ.2016.114.23
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