DOI - Vydavatelství Mendelovy univerzity v Brně

Identifikátory DOI

DOI: 10.11118/978-80-7701-047-4-0128

CHANGING THE CONSUMER BEHAVIOR IN FOOD PRODUCT PURCHASING ACCORDING TO THE CONCEPT OF SUSTAINABLE FOOD CONSUMPTION

Nataliia Parkhomenko1
1 Department of Marketing and Commerce, Faculty of Management, Comenius University in Bratislava, Šafárikovo námestie 6, 814 99 Bratislava, Slovakia

The limited natural resources with the growth of the population make the problem of sustainable food consumption very relevant and important, as it affects the environmental, economic and social aspects of life. The purpose of the study is to develop recommendations for shaping the behavior of food consumers based on the concept of sustainable consumption. The information base of the study was formed by interview data, official statistical materials, and the results of our own research. The research methods used were a systematic approach, an economic and statistical method, and an expert evaluation method. As a result of the study, the components of the sustainable food consumption system were determined in accordance with the concept of rational consumption; the motivators that guide the purchase of food products were characterized, as well as the demotivators that prevent consumers from sustainably consuming food products; proposals were made for changing consumption behavior in accordance with the concept of more sustainable food consumption.

Klíčová slova: sustainable food consumption, consumer behavior, sustainability

stránky: 128-135, online: 2025



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