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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Consumer behaviour toward to healthy food
 POLÁKOVÁ, Alžběta
The thesis deals with the motivations that consumers may have for buying healthy food. Shopping, as an act, was viewed by the Theory of Planned Behavior, which perceives intentions (in my case, the intention to buy healthy food) as a connection of 1) the norms that the individual holds, 2) with his attitudes, and 3) his possibilities to influence reality. These intentions then result in the purchase itself. In the thesis I present several ways in which healthy food can be defined, but at the same time I let the definition be determined by the respondents themselves. The method for the practical part of the work were questionnaires, partly with open answers, which were analyzed qualitatively by coding. The results of the research are retroactively inserted into the presented theory.
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