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The sources of knowledge and their impact on consumers’ decisions concerning proper nutrition

Sanak-Kosmowska Katarzyna, Śliwińska Irena

Organizacja i Zarządzanie : kwartalnik naukowy

2020

nr 3

89--100

Introduction/background: As a result of ICT development a growing number of consumers use the Internet as a principal source of information on the relationship between good nutrition and health. This in turn provides a basis for taking purchase decisions. The research presented in this paper focuses on the act of selecting sources of consumer information to facilitate the process of purchase decision-making. The literature on this subject consists of extensive reviews on food items but lacks research on proper nutrition. Aim of the paper: This paper is aimed at analyzing the sources of consumer information on proper nutrition. The research involved identifying the most frequently used sources of consumer knowledge on healthy foods and examining the correlation between the sources selected by respondents and their level of knowledge. Materials and methods: The research data were obtained by means of online questionnaires sent out to 240 respondents selected using purposive sampling. The study was carried out in the last quarter of 2019. The following statistical methods for data analysis were applied in this study: contingency tables, multiple response tables, the Chi-square test of independence and the Spearman's rank correlation coefficient. Results and conclusions: The results of the analysis revealed that websites run by experts represent the most popular channel for communicating with consumers, and as invaluable sources of knowledge on healthy eating. The conclusions derived from applied research provide guidelines on marketing communications strategy for healthy food producers.