Consumer choices in the food market: healthy and sustainable consumption

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.