Title: Consumer choices in the food market: healthy and sustainable consumption

Authors: Kristína Predanócyová; Peter Šedík; Elena Horská

Addresses: AgroBioTech Research Centre, Slovak University of Agriculture in Nitra, 949 76, Nitra, Slovakia ' Institute of Marketing, Trade and Social Studies, Faculty of Economics and Management, Slovak University of Agriculture in Nitra, 949 76, Nitra, Slovakia ' Institute of Marketing, Trade and Social Studies, Faculty of Economics and Management, Slovak University of Agriculture in Nitra, 949 76, Nitra, Slovakia

Abstract: Food choices are influenced by current trends, rising consumer demand for healthy diet, and a growing interest in sustainable consumption. This study aimed to assess consumer attitudes toward healthy and sustainable consumption and a consumer survey was conducted in the Slovak Republic with 1,400 participants in 2022. Using statistical methods four latent dimensions related to these attitudes were explored (special diet, sustainable behaviour, healthy diet, and traditional Slovak diet). Using these dimensions, we identified four consumer clusters and analysed the differences among them. Findings indicate that Slovak consumers behave responsibly, actively reduce food waste, prefer fresh foods, practice waste separation and consume fruits and vegetables. Study brings a novel perspective on consumer behaviour in the food market, emphasising the aspect of health and sustainability in food choices. Moreover, consumer segments were created based on different attitudes toward healthy and sustainable consumption.

Keywords: clusters; food choice; healthy consumption; sustainable consumption; Slovakia.

DOI: 10.1504/IJIMA.2026.151796

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.2, pp.225 - 245

Received: 28 Jul 2023
Accepted: 04 Dec 2023
Published online: 20 Feb 2026 *

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