TY  - JOUR
AB  - Purpose– Consumers’ attitudes, especially their attitudes towards health and taste, are significant in understanding and predicting dietary behaviour. In this research, Health and Taste Attitude Scales (HTAS) developed by Roininen et al. in 1999 for measuring health and taste attitudes of consumers, were applied in Serbia. The purpose of this paper is to find out whether the same sub-scales can be identified as in HTAS applications abroad, to test the predictive validity of HTAS and to investigate respondents’ health and taste attitudes in the context of their socio-demographic characteristics. Design/methodology/approach– Primary data were gathered by means of focus groups and a survey – structured personal interviews by using a questionnaire. The research was conducted in July 2013 with 300 respondents participating. Findings– The same sub-scales were identified in Serbian consumer research as in HTAS applications abroad. Generally, all the Health sub-scales are useful predictors of consumption of several types of food perceived as healthy, while the Taste sub-scales (except Pleasure) are good predictors of consumption of both, food considered as tasty and food considered as not tasty. Out of socio-demographic variables, only age showed statistically significant correlations to some of the Taste sub-scales. Practical implications– Several recommendations for companies operating on the domestic food market were given in this paper. Originality/value– The first application of HTAS in Serbia, generally characterized by scarce food consumer research, was shown in this paper. It is also the first application of HTAS in a Southern European country.
VL  - 117
IS  - 2
SN  - 0007-070X
DO  - 10.1108/BFJ-11-2013-0330
UR  - https://doi.org/10.1108/BFJ-11-2013-0330
AU  - Grubor Aleksandar
AU  - Djokic Nenad
AU  - Djokic Ines
AU  - Kovac-Znidersic Ruzica
PY  - 2015
Y1  - 2015/01/01
TI  - Application of health and taste attitude scales in Serbia
T2  - British Food Journal
PB  - Emerald Group Publishing Limited
SP  - 840
EP  - 860
Y2  - 2024/04/24
ER  -