engleski

Health related attitudes and breakfast consumption among students – evidence from Croatia and Serbia

The objective of this research was to identify and describe different market segments based on health related attitudes and to explore behavior of consumers in these segments regarding breakfast consumption. Data were collected through online survey with 933 university students in Croatia and Serbia. We identified two distinct market segments. Health-concerned food consumers (34.6%) and Disinterested in healthy food consumption consumers (65.4%). Health concerned food consumers eat breakfast more often, alone or with family members, at home, choose more frequent cereals, fruit, milk and yoghurt for breakfast. They have more favorable attitudes toward breakfast consumption and health. Consumers that are disinterested in healthy food consumption eat breakfast less often and when they have breakfast, they have it at the faculty, in students’ canteen or on their way to the faculty, with their friends or colleagues, where they choose more often unhealthy food like bakery products, sweets and cocoa for breakfast. They have neutral attitudes toward breakfast consumption and health. The identified segments provide health professionals with an insight into student's breakfast consumption behavior. Interventions to increase breakfast consumption should include creative strategies aimed at achieving positive attitudes towards health dietary behavior, namely breakfast consumption

breakfast, students, Croatia, Serbia, segments

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