Title: Food consumer behaviour in Czechia and Ukraine: food-related lifestyle concepts among millennial consumers

Authors: Renata Hrubá; Nataliya S. Tanklevska; Tomáš Sadílek

Addresses: Department of Marketing, Prague University of Economics and Business, W. Churchill sq. 4, 130 67, Prague 3, Czechia ' Department of Economics, Kherson State Agrarian University, Stritenska St, 23, Kherson, 73006, Kherson, Ukraine ' Department of International Business, Prague University of Economics and Business, W. Churchill sq. 4, 130 67, Prague 3, Czechia

Abstract: Food-related lifestyles are beneficial in terms of reducing consumers' perceived risks and anxiety regarding food products. There would appear to three domains in terms of food-related lifestyle and eating behaviour: 1) usage situation; 2) consequences of using food products; 3) meal preparation scripts. The comparative approach utilising the factor analysis for the fitted food-related lifestyle of three domains of generation of millennials was used. A total of 319 respondents participated. Factor analysis was fitted for food-related lifestyle domains for both countries. The findings of this study indicated that usage situation domains explained more of the variance in a culture different than the other two domains. This study seeks to fill a gap in the existing literature by examining millennials' food-related lifestyle in three domains: meal preparation, script usage situation and desired consequences.

Keywords: food-related lifestyle; food choice; consumer behaviour.

DOI: 10.1504/IJSAMI.2021.10040511

International Journal of Sustainable Agricultural Management and Informatics, 2021 Vol.7 No.3, pp.200 - 217

Received: 06 Jan 2021
Accepted: 06 Apr 2021

Published online: 12 Oct 2021 *

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