Factors Affecting the Consumer Behaviour of Gluten Sensitive Consumers – A Pilot Study

Abstract

The aim of this research was to assess the consumption habits of gluten sensitive individuals and to determine the factors affecting them. Owing to the development of medicine and new technologies, gluten sensitivity has been revealed in an increasing number ofcases. In addition, changes in modern lifestyles, as well as associated harmful consumption habits and changes in the health environment, have increased the incidence of gluten sensitivity. In terms of these facts, it has become extremely important to examine the consumer habits of this segment. With the help of this, it is possible to learn about the influence of the disease on consumers. The present research was completed on the basis of 862 questionnaires received in the autumn of 2022; the respondents (without exception) were individuals suffering from gluten sensitivity from Slovakia and Hungary. Factor analysis was performed to identify the main factors affecting consumption. Based on the results of the present research people affected by the disease do not make decisions based on one factor alone during their purchases. The study found that the factors influencing the consumption habits of gluten-sensitive individuals can be classified into four groups: “common”, “conscious”, “healthy lifestyle” and “price”. There are additional influencing elements within these groups. Based on the results, a revision and adjustment of tools influencing the consumption of gluten-free products should be performed. Factors affecting the consumer behaviour of gluten-sensitive consumers should be grouped (“Common”, ”Conscious”, ”Healthy lifestyle” and ”Price”). The analysis showed that the majority of gluten-sensitive individuals strictly adhere to the needed diet, but it is not important for them where they obtain the individual foods or the ingredients for their preparation. The present research contributes to the understanding of the lifestyle of gluten-sensitive consumers and can provide a suitable basis for further research.