Utjecaj stavova o čokoladi na ponašanje studenata u konzumaciji čokolade

master's thesis

• Title (english): The effect of attitudes about chocolate on student behavior in consumption of chocolate
• Author: Ana-Klaudija Štilinović
• Mentor: Marija Cerjak (mentor)
• Committee member: Marija Cerjak (predsjednik povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Lari Hadelan (član povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2019-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Prijelaz na fakultet je životna promjena koja, između ostalog, uzrokuje promjene u prehrambenim navikama studenata. Ciljevi ovog istraživanja bili su utvrditi ponašanje u konzumaciji čokolade među studentima, njihove stavove o čokoladi i utjecaj stavova na ponašanje u konzumaciji čokolade.
Provedeno je online anketno ispitivanje na uzorku od 331 studenta u Hrvatskoj. Većina ispitanih studenata konzumira čokoladu, najčešće 2 do 3 puta tjedno i preferiraju čokoladu s dodacima kao što su lješnjaci, keksi i voće. Najčešće konzumiraju dva reda čokolade od 100 g u jednom konzumiranju, a čokoladu uglavnom konzumiraju bez posebne prigode. Čokoladu najčešće konzumiraju u poslijepodnevnim satima. S obzirom na podrijetlo čokolade, većina ispitanika nema preferencije, tj. konzumiraju i čokolade domaćeg i čokolade stranog podrijetla.
Faktorskom analizom identificirana su 3 faktora, žudnja, krivnja i funkcionalnost čokolade. Ispitanici imaju srednju razinu žudnje za čokoladom, nisku razinu krivnje nakon konzumiranja čokolade, te su neutralni prema negativnim stavovima o funkcionalnim svojstvima čokolade.
Ispitanici koji imaju veću žudnju za čokoladom učestalije konzumiraju čokoladu. Nije utvrđena statistički značajna povezanost između osjećaja krivnje nakon konzumiranja čokolade, funkcionalnosti čokolade i ponašanja u konzumaciji čokolade.
Rezultati ovog istraživanja važni su kao temelj za buduća istraživanja u ovom području. Također ih mogu koristiti kreatori zdravstvenih politika, marketinški stručnjaci i društva u prehrambenoj industriji u svrhu unaprjeđenja poslovanja.

Abstract (english)

The transition to college is a life change that causes, among other, changes in students' eating habits. The goals of this study were to determine the behavior of students in chocolate consumption, their attitudes towards chocolate, and the influence of attitudes on behavior in chocolate consumption.
An online survey was conducted on a sample of 331 students in Croatia. Most students surveyed consume chocolate, usually 2 to 3 times a week, and prefer chocolate with additives such as hazelnuts, biscuits and fruit. Most often they consume two rows of 100g chocolate in one consumption, and they usually consume chocolate without any special occasion. Chocolate is most often consumed in the afternoon. Considering the origin of chocolate, most respondents have no preference, i.e. they consume both chocolate of local and foreign origin.
Factor analysis identified 3 factors, craving, guilt, and chocolate functionality. Respondents had a medium level of craving for chocolate, low levels of guilt after consuming chocolate, and are neutral towards negative attitudes about the functional properties of chocolate.
Respondents who have a higher craving for chocolate are more likely to consume chocolate. No statistically significant correlation was found between guilt after consuming chocolate, chocolate functionality, and behavior in chocolate consumption.
The results of this study are important as a basis for future research in this area. They can also be used by health policy makers, marketers, and food companies to improve their business.

• Keywords: čokolada; konzumacija; ponašanje; stavovi; studenti
• Keywords (english): chocolate; consumption; behavior; attitudes; students
• Language: croatian
• URN:NBN: urn:nbn:hr:204:264215
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-11-11 12:33:14