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Prepoznavnost prehranskih in zdravstvenih trditev pri potrošniku : diplomsko delo
Kleč, Timoteja (Author), Kostanjevec, Stojan (Mentor) More about this mentor... This link opens in a new window

URLURL - Presentation file, Visit http://pefprints.pef.uni-lj.si/id/eprint/2527 This link opens in a new window

Abstract
Zdravstvene in prehranske trditve pridobivajo vedno večjo pozornost tako med proizvajalci kot med potrošniki, saj so proizvajalci živil odkrili njihovo pomembnost pri doseganju večje prodaje. Trditve so vir informacij, ki si jih potrošnik želi pridobiti že s pogledom na embalažo in ne z zahtevnim raziskovanjem. Seveda pa ni vse tako enostavno, saj proizvajalci z zahtevnim besediščem lahko potrošnika tudi odvrnejo od nakupa, čeprav je njihov namen ravno nasproten. V diplomskem delu smo ugotavljali prepoznavnost, razumevanje in zaupanje potrošnikov v prehranske in zdravstvene trditve ter vpliv trditev na potrošnikovo odločitev za nakup živil. V raziskavi je sodelovalo 70 oseb različnih starostnih skupin, obeh spolov iz različnih delov Slovenije. Oblikovan je bil anonimni vprašalnik, ki so ga na spletu izpolnjevali anketiranci. Ocenjujemo, da prehranske in zdravstvene trditve nimajo močnega vpliva na odločitve potrošnika pri nakupu živil in da pomembnih razlik med spoloma ni. Ugotovili smo, da se potrošnikom zdijo razumljive zdravstvene in prehranske trditve pomembnejše od tistih, ki jih ne razumejo. Iz rezultatov je tudi razvidno, da več kot polovica potrošnikov (53%), vključenih v raziskavo, le občasno prebira informacije na embalaži živila. Zaradi pogostega nerazumevanja zapisanih izrazov v zdravstvenih in prehranskih trditvah bi bilo potrebno večje informiranje in izobraževanje potrošnika, da bi na podlagi svojega znanja lažje izbral živila po načelih zdrave prehrane. Prav tako pa ima pri tem veliko vlogo država, ki lahko z ustrezno zakonodajo poskrbi, da ne prihaja do zavajanja potrošnikov pri uporabi prehranskih in zdravstvenih trditev.

Language:Slovenian
Keywords:potrošniki, označevanje živil, nakupovanje
Work type:Bachelor thesis/paper (mb11)
Tipology:2.11 - Undergraduate Thesis
Organization:PEF - Faculty of Education
Year:2014
Publisher:[T. Kleč]
Number of pages:33 str.
UDC:366.12(043.2)
COBISS.SI-ID:10240585 This link opens in a new window
Views:923
Downloads:168
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Secondary language

Language:English
Title:Visibility of nutrition and health claims by the consumer
Abstract:
Health and nutrition claims are getting bigger attention in various countries around the world, since food producers have discovered their importance at achieving higher profits. Claims are source of information, which a consumer wants to get without additional research when facing packaging. Of course not everything is so simple, because food producers with demanding vocabulary can also discourage consumers from buying goods, even though their intention is just the opposite. In the thesis we determined the recognizability, understandability and trust of consumers in health and nutrition claims, we also looked the impact of the claim on the purchase of food. The study included 70 people of various age groups of both genders from different parts of Slovenia. They filled in a newly structured anonymous questionnaire. We estimate that health and nutrition claims do not have strong impact on consumers’ purchase of food and that there is no significant difference between genders. Results of our study show that consumers find health and nutrition claims, which they understand, more important than those they do not. More than half of consumers (53%), included in the study, occasionally read the information on food packaging. Because of frequent misunderstanding of the scientific terms written in health and nutrition claims, greater informing and educating consumers would be necessary, so that they would be able to choose food based on their knowledge of principles of healthy nutrition. Country also plays a major role, because it can reduce a chance of misleading health and nutrition claims on food packaging with appropriate legislation.


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