Proceedings of the 46th International Academic Conference, Rome

ATTITUDE OF GEORGIAN CONSUMERS TO HEALTHY NUTRITION

NUGZAR TODUA

Abstract:

Work shows that in the modern conditions particular attention is paid to in-depth studying of the population’s practices of healthy nutrition, as dietary norms, traditions and customs comprise integral part of everyday life. Regarding the mentioned, the work analyses the situation with respect of population’s healthy nutrition in Georgia and in the world and identifies the key problems related to it. Attention is focused on the fact that for modern Georgia healthy nutrition is a significant problem and this is reflected in buying behavior of Georgian consumers. Article underlines the role of social marketing in ensuring consumers’ healthy nutrition. It emphasizes significance of food labeling, as a marketing instrument for consumers awareness in healthy nutrition. For the purpose of clarification of Georgian consumers’ attitude to healthy nutrition the marketing research was conducted. The research showed the levels of the respondents’ awareness in healthy nutrition, attitude of the consumers and their trust to the information on the food packages. With respect of attitude to healthy nutrition, the work identifies the consumer types. Applying dispersion analysis we have showed impact of the consumers’ awareness, as well as trust to the information on the food packages on buying behavior in relation to healthy nutrition. On the basis of the conducted research the conclusions were made that allow formulation of global vision of Georgian consumers’ attitude to healthy nutrition.

Keywords: healthy nutrition, Georgian consumers, marketing research, awareness, food labeling

DOI: 10.20472/IAC.2019.046.025

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