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Attitude-behaviour dissonance regarding the importance of food preservation for customers

机译：关于客户保存的重要性的态度行为不和谐

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摘要

The aim of the study was to identify the importance of individual food product attributes (the use of preservatives, processing method, shelf-life period and nutritional value) as well as their relation to the purchase behaviour. To achieve this, consumer preferences were decomposed in conditions of full access to information, and data was compared with actual consumer behaviour related to making purchasing decisions in front of the store shelf. Based on data from 338 respondents, conjoint analysis and repeated ANOVA measurements were carried out, allowing to eliminate individual behavioural patterns. The results showed a dissonance between the consumers attitudes towards the attributes and their shopping behaviour. The processing method was the most important declared attribute for consumers, meanwhile this information was the least searched for during purchase. At the same time, shelf-life period marked as the least important was the main information searched for by consumers when shopping. The results also show a clear dislike towards the use of microwaves as a preservation method, while traditional thermal preservation was marked as the most positive for consumers. In addition, consumers were classified into 3 heterogeneous groups, identifying differences in the preferences of food attributes. The obtained results have practical value relating not only to the preferences of individual attributes, but also to their various variants. The results can be a guide for companies to properly label food products. The indicated dissonance illustrates the educational gap and related insufficient motivation to get to know the product before buying it. This is extremely important in connection with technological development and new food processing methods.
机译：该研究的目的是确定个别食品属性的重要性（使用防腐剂，处理方法，保质期和营养价值）以及与购买行为的关系。为此，消费者偏好在完全获取信息的条件下分解，并将数据与实际的消费者行为进行了比较，与商店货架前面的购买决策相关。基于来自338名受访者的数据，进行了联合分析和重复的ANOVA测量，允许消除单独的行为模式。结果表明，消费者对属性及其购物行为之间的态度不同声。处理方法是消费者最重要的声明属性，同时该信息是在购买期间的最少搜索。与此同时，标记为最不重要的保质期是购物时消费者搜索的主要信息。结果还表明，对于使用微波作为保存方法，虽然传统的热保存标记为消费者最正常的热量。此外，消费者被分为3个异质组，识别食物属性偏好的差异。所获得的结果不仅与个人属性的偏好有关，也具有实用的价值，而且具有不同的价值，也具有各种变种。结果可以是公司妥善标记食品的指南。所指出的解剖说明教育差距和相关的动力在购买前了解产品。这与技术开发和新的食品加工方法有关这是非常重要的。

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