Abstract The aim of the study was to identify the importance of individual food product attributes (the use of preservatives, processing method, shelf-life period and nutritional value) as well as their relation to the purchase behaviour. To achieve this, consumer preferences were decomposed in conditions of full access to information, and data was compared with actual consumer behaviour related to making purchasing decisions in front of the store shelf. Based on data from 338 respondents, conjoint analysis and repeated ANOVA measurements were carried out, allowing to eliminate individual behavioural patterns. The results showed a dissonance between the consumers attitudes towards the attributes and their shopping behaviour. The processing method was the most important declared attribute for consumers, meanwhile this information was the least searched for during purchase. At the same time, shelf-life period marked as the least important was the main information searched for by consumers when shopping. The results also show a clear dislike towards the use of microwaves as a preservation method, while traditional thermal preservation was marked as the most positive for consumers. In addition, consumers were classified into 3 heterogeneous groups, identifying differences in the preferences of food attributes. The obtained results have practical value relating not only to the preferences of individual attributes, but also to their various variants. The results can be a guide for companies to properly label food products. The indicated dissonance illustrates the educational gap and related insufficient motivation to get to know the product before buying it. This is extremely important in connection with technological development and new food processing methods.

中文翻译：

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关于食品保鲜对顾客重要性的态度-行为失调

摘要 本研究的目的是确定单个食品属性（防腐剂的使用、加工方法、保质期和营养价值）的重要性以及它们与购买行为的关系。为了实现这一点，在完全获取信息的条件下分解了消费者偏好，并将数据与在商店货架前做出购买决策相关的实际消费者行为进行了比较。根据来自 338 名受访者的数据，进行了联合分析和重复方差分析，从而消除了个人行为模式。结果表明，消费者对属性的态度与其购物行为之间存在不一致。处理方法是消费者最重要的声明属性，同时，此信息在购买过程中搜索次数最少。同时，被标记为最不重要的保质期是消费者在购物时搜索的主要信息。结果还表明，人们明显不喜欢使用微波作为保存方法，而传统的保温被标记为对消费者最有利。此外，消费者被分为 3 个异质组，确定食物属性偏好的差异。获得的结果不仅与个体属性的偏好有关，而且与它们的各种变体有关，具有实用价值。结果可以作为公司正确标记食品的指南。所指出的不和谐说明了教育差距和相关的在购买前了解产品的动机不足。这对于技术发展和新的食品加工方法非常重要。