Journal of Business & Economic Policy

The Relationship between the Concerns with Health and Image and the consumption of Dietary Products / Light: A Case Study in Portugal
Carlos Manuel Sacadura Alegre Monteiro Cruz, Fernando Pinto, Nuno Jorge Ferreira, Pedro Manuel Nogueira Reis, Joaquim Gonçalves Antunes

Abstract
Human behavior has undergone significant changes in recent years, motivated by a higher level of consumer awareness for health problems with genesis in poor eating habits, much due to the decrease in illiteracy and greater access to information. By opting for healthy eating habits, the consumer does not abdicate the organoleptic characteristics he appreciates most. Diet and light food products, before being considered food to obviate diseases of the food, are to maintain and promote a healthier body. An empirical study, carried out in Portugal, with 142 surveys and factor analysis, concludes by identifying a positive relationship between the consumption of diet / light products and the physical image and the maintenance of health levels associated to a higher quality life. In addition, there is a clear tendency of the population for a growing demand to be supplied with the replica of the traditional pastry, but elaborated with dietary and light substances.

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