The Choice of Bread: The Association between Consumers’ Awareness of Dietary Fiber and Declared Intentions to Eat

The objective of the study was to find whether consumers declare an intention to eat bread enriched with fiber in the situation of availability of a plain bread and plain bread with grains, and how these intentions are related to their awareness of fiber in bread. The data were collected in a cross-...

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Main Authors: Marzena Jezewska-Zychowicz, Maria Królak
Format: Article
Language:English
Published: MDPI AG 2020-01-01
Series:Nutrients
Subjects:
Online Access:https://www.mdpi.com/2072-6643/12/2/360
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spelling doaj-81f816d144794437ab01ce5592c7d2702020-11-25T02:21:13ZengMDPI AGNutrients2072-66432020-01-0112236010.3390/nu12020360nu12020360The Choice of Bread: The Association between Consumers’ Awareness of Dietary Fiber and Declared Intentions to EatMarzena Jezewska-Zychowicz0Maria Królak1Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, Nowoursynowska 159c, 02-776 Warsaw, PolandDepartment of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, Nowoursynowska 159c, 02-776 Warsaw, PolandThe objective of the study was to find whether consumers declare an intention to eat bread enriched with fiber in the situation of availability of a plain bread and plain bread with grains, and how these intentions are related to their awareness of fiber in bread. The data were collected in a cross-sectional survey among 1014 Polish adults. Based on three pictures of rolls: plain wheat roll (CR), roll enriched with 12% fiber (RF), and roll topped with sunflower seeds (RSS), the participants’ perception regarding fiber content and its impact on intentions to eat were assessed. The respondents were not informed about the differences in composition of the rolls. Although RSS contained only slightly more fiber (0.98 g) than CR (0.81 g), and much less than RF (3.08 g), most of the respondents indicated RSS as containing the most fiber (50.8%) and declared their intention to eat it (39.0%). Respondents who pointed out the importance of fiber, and grains or wholemeal flour addition when making purchase decision, were more likely to declare an intention to eat RSS compared with CR. The low interest in fiber content in a diet increased the chances of declaring an intention to eat CR and RF. People less educated and with low incomes were more likely to declare an intention to eat CR rather than RSS. While people from rural areas were more likely to choose RSS compared with CR and RF. In conclusion, there is interest in bread enriched with fiber, but consumers experience difficulties in recognizing it. Declared intentions to eat each rolls were determined to the greatest extent by the perception of the roll as source of fiber. Thus, educational activities should be focused on consumers’ perception of fiber-rich products and their skills related to the selection of high-fiber foods.https://www.mdpi.com/2072-6643/12/2/360dietary fiberfiber awarenessbreadchoice of bread
collection DOAJ
language English
format Article
sources DOAJ
author Marzena Jezewska-Zychowicz
Maria Królak
spellingShingle Marzena Jezewska-Zychowicz
Maria Królak
The Choice of Bread: The Association between Consumers’ Awareness of Dietary Fiber and Declared Intentions to Eat
Nutrients
dietary fiber
fiber awareness
bread
choice of bread
author_facet Marzena Jezewska-Zychowicz
Maria Królak
author_sort Marzena Jezewska-Zychowicz
title The Choice of Bread: The Association between Consumers’ Awareness of Dietary Fiber and Declared Intentions to Eat
title_short The Choice of Bread: The Association between Consumers’ Awareness of Dietary Fiber and Declared Intentions to Eat
title_full The Choice of Bread: The Association between Consumers’ Awareness of Dietary Fiber and Declared Intentions to Eat
title_fullStr The Choice of Bread: The Association between Consumers’ Awareness of Dietary Fiber and Declared Intentions to Eat
title_full_unstemmed The Choice of Bread: The Association between Consumers’ Awareness of Dietary Fiber and Declared Intentions to Eat
title_sort choice of bread: the association between consumers’ awareness of dietary fiber and declared intentions to eat
publisher MDPI AG
series Nutrients
issn 2072-6643
publishDate 2020-01-01
description The objective of the study was to find whether consumers declare an intention to eat bread enriched with fiber in the situation of availability of a plain bread and plain bread with grains, and how these intentions are related to their awareness of fiber in bread. The data were collected in a cross-sectional survey among 1014 Polish adults. Based on three pictures of rolls: plain wheat roll (CR), roll enriched with 12% fiber (RF), and roll topped with sunflower seeds (RSS), the participants’ perception regarding fiber content and its impact on intentions to eat were assessed. The respondents were not informed about the differences in composition of the rolls. Although RSS contained only slightly more fiber (0.98 g) than CR (0.81 g), and much less than RF (3.08 g), most of the respondents indicated RSS as containing the most fiber (50.8%) and declared their intention to eat it (39.0%). Respondents who pointed out the importance of fiber, and grains or wholemeal flour addition when making purchase decision, were more likely to declare an intention to eat RSS compared with CR. The low interest in fiber content in a diet increased the chances of declaring an intention to eat CR and RF. People less educated and with low incomes were more likely to declare an intention to eat CR rather than RSS. While people from rural areas were more likely to choose RSS compared with CR and RF. In conclusion, there is interest in bread enriched with fiber, but consumers experience difficulties in recognizing it. Declared intentions to eat each rolls were determined to the greatest extent by the perception of the roll as source of fiber. Thus, educational activities should be focused on consumers’ perception of fiber-rich products and their skills related to the selection of high-fiber foods.
topic dietary fiber
fiber awareness
bread
choice of bread
url https://www.mdpi.com/2072-6643/12/2/360
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