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IJEBMR

Title:
TRADITIONAL OR MODERN? PREFERENCES OF YOUNG CONSUMERS IN THE FOOD MARKET- LITERATURE AND RESEARCHES REVIEW

Authors:
Gabriela Hanus, Poland

Abstract:
The aim of this article is to identify young consumers' preferences on food market associated with their attitudes towards traditional or modern consumption pattern, based on secondary sources of information published over the period of 2001-2016. Article shows theoretical aspects of traditional and modern food behaviour, determinants of young people food preferences and researches conducted by chosen authors associated with young people preferences. A literature review methodology has been used and in particular the latest publications in peer-reviewed scientific journals has been analysed. Across the studies covered by this paper it was found that on the one hand the globalization, fashion, social imitation and technological progress influence on their willingness to try or use modern ways of nutrition, such as convenience food, fast food, functional or dietetic food or takeaways and eating in restaurants. On the other hand, the ethnocentric attitudes, respect for tradition and desire to eat organic food are also indicated. However, the barrier such as price, ignorance and availability limit consumption of healthy and traditionally made products. It is necessary to promote these products in the mass media, organise social campaigns aimed at increasing consumer awareness not only about its quality, but also labelling of this type of food and distribution channels.

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