THE INFORMATION ACTIVITY OF THE BIOACTIVE FOOD CONSUMERS

The main objective of this paper is to analyse communication activity of consumers and potential consumers of bio-active food in comparison to non-consumers of such food. The above-mentioned analysis is based on quantitative research, which was carried out within the project New Bioactive Food with Designed Functional Properties POIG 01.01.02-00-061/09. 500 structured interviews with people responsible for food purchases in households, were conducted between March and April 2015 in towns of Wielkopolskie voivodeship. The quota sampling was used with age, gender and size of the respondent’s city of living as quotas. The sources of information used by bioactive food consumers were presented, as well as the way that they share information with others. Moreover, the similarities and differences in information activity, between people interested in pro-health food and those uninterested, were indicated.