El aguaymanto es un fruto andino con muchas propiedades beneficiosas para la salud al punto de ser considerado un superalimento, lo que lo convierte en un alimento exótico y de alto valor nutritivo. El proceso de deshidratado, mediante el cual se retira el agua del fruto, asegura conservar todas las propiedades de éste, alargando su tiempo de vida. Con la tendencia mundial por consumir alimentos saludables, Estados Unidos (específicamente California) se presenta como el mercado más atractivo por el alto porcentaje de personas deportistas que valoran este tipo de alimentos. El aguaymanto ya es comercializado en Estados Unidos en diferentes presentaciones, incluso deshidratado. Sin embargo, nuestro proyecto busca establecer las ventajas competitivas siguientes: Mercado objetivo compuesto por deportistas y personas que se ejercitan. Empaque conveniente para el transporte. Alianzas comerciales con Tiendas especializadas y distribuidoras de alimentos saludables. Alta calidad del producto. La tercerización de los procesos productivos y de distribución evitan un alto costo inicial por el Know how y permiten que el proyecto inicie con una empresa conformada por pocas personas enfocadas en procesos de marketing, supervisión y gestión. Cada una de las aristas del proyecto serán plasmadas en el análisis financiero, en donde concluimos que para poner la empresa en marcha se requiere una inversión inicial importante, la cual será cubierta por capital propio y deuda. Además, mediante la herramienta del flujo de caja, conoceremos la creación de valor económico del proyecto y el periodo de recuperación de la inversión. / The aguaymanto is an Andean fruit with many beneficial properties for health, in addition to being considered a superfood, which makes it an exotic food with high nutritional value. The dehydration process, by which the water is removed from the fruit, ensures that all its properties are preserved, extending its life span. With the global trend to consume healthy foods, the United States (specifically California) is presented as the most attractive market due to the high percentage of athletes who value this type of food. The aguaymanto is already marketed in the United States in different presentations, even dehydrated. However, our project seeks to establish the following competitive advantages: Target market made up of athletes and people who exercise. Convenient packaging for transport. Commercial alliances with specialized stores and healthy food distributors. High quality of the product. The outsourcing of production and distribution processes avoid a high initial cost for the Know-how and allow the project to start with a company with few people focused on marketing, supervision and management processes. Each of the project's edges will be reflected in the financial analysis, where we conclude that a significant initial investment is required to start the company, which will be covered by equity capital and debt. In addition, through the cash flow tool, we will know the creation of the economic value of the project and the payback period of the investment. / Trabajo de investigación

Master of Science / School of Family Studies and Human Services / Farrell J. Webb / The Food Sufficiency Status Model is a conceptual model that was devised to help explain why some individuals are at an increased risk of becoming food insufficient. This model proposes that there are four factors that can influence an individual’s food status they are—demographics, family status/household size, food risk factors, and depression. This study uses data from the National Health and Nutrition Examination Survey (NHANES, 2007-2008)—Flexible Consumer Behavior Survey Module (n = 3,413), collected by the Centers for Disease Control and Prevention (CDC). The overall results generally supported the Food Sufficiency model and explained 22% (R[superscript]2adj = 0.215) of the variance in food sufficiency in the study’s population.

D. Tech. (Food Service Management, Department of Hospitality, Tourism and PR Management, Faculty of Human Sciences)|, Vaal University of Technology| / Background South Africa is one of the developing countries faced with the co-existence of undernutrition and overnutrition, often experienced within the same household. On the one hand, hunger, undernutrition and micronutrient deficiencies are linked to poverty and household food insecurity. Simultaneously, South Africans are exposed to ‘nutrition in transition’, where overweight and chronic diseases of lifestyle, such as diabetes mellitus, cardiovascular diseases and cancer are on the rise as part of the overnutrition profile. Sound nutrition is important throughout the lifecycle to combat under- and overnutrition and nutrition-related diseases. In urban areas, the grandmother or another senior female family member is often responsible for caring for the children in the household during the day. This includes physical, emotional and nutritional care. It is therefore essential for the caregiver to have good nutrition knowledge, to provide not only in her own needs, but also in those of the children. A nutrition education programme is one strategy for improving the nutrition knowledge of caregivers of children. Objective The primary objective in this study was to develop, tailor, implement and evaluate a nutrition education programme (NEP) for Sesotho-speaking females and caregivers of children in the Boipatong Township in the Vaal Region of South Africa and to test its impact in the short and longer term. Nutrition knowledge regarding four South African food-based dietary guidelines (FBDGs) was empirically tested before and after the intervention and then compared to a control group. In addition, dietary intake was assessed to detect any changes after the intervention in the medium term. Methodology In this both quantitative and qualitative methodologies were applied. Two frameworks, the United Nations Children’s Fund (UNICEF) Framework of Malnutrition (2004) and the Food and Agriculture Organisation (FAO) Framework for Nutrition Education (1997), gave structure to the planning, implementation and evaluation of the research project. This study’s nutrition education programme was based on a socio-ecological model to guide behavioural change in terms of healthy food choices. In the preparation phase, a situational analysis was performed by means of a cross-sectional analytical design using descriptive statistics. Socio-demographic and self-reported health information was obtained. Nutrition knowledge, based on the South African food-based dietary guidelines (FBDGs), was measured, and dietary intake was assessed and compared with the estimated average requirements (EARs) for their age categories. Phase two, the formulation phase, used an experimental design. The acceptability and understanding of the existing national nutrition education (NE) material for individuals with low living standards (LSM) was investigated in this phase of the nutrition education programme (NEP). A culturally tailored booklet was developed in English, translated into Sesotho, pilot tested and implemented as part of the nutrition education programme. Lesson plans were developed and pilot tested. A non-randomised control trial was used in the implementation and evaluation phases. The effect of the nutrition education programme on nutrition knowledge was quantitatively measured in a pre- and post-test design at each discussion session in the short term, using paired t-tests in the experimental group of caregivers. The evaluation phase tested the impact of the nutrition education in the longer term. Nutrition knowledge was measured quantitatively in a before-after intervention test design by means of a self-completed structured questionnaire, based on the four South African FDBGs included in the programme. A control group who was not subjected to any intervention was used to complete the same questionnaire before and after the intervention in the same time period as the experimental group. In the experimental group, dietary intake was assessed before and after the intervention to detect changes in dietary intake. No dietary intake was measured in the control group, as changes could be attributed to influences beyond the control of this study. Two randomly selected focus groups of the experimental group were run to provide deeper insight into their perceptions regarding the acceptability and understanding of the NEP and NE material. Results The situational analysis of the preparation phase revealed a poor community that displayed typical patterns of nutrition in transition, at risk of malnutrition. The median age of the sample of caregivers was 44 years (IQR 32-62). Income and consumption poverty was confirmed by 80.5 percent of households spending R300 or less on food, with 75 percent of households having between four and seven people living in the dwelling. Dietary results were indicative of food poverty and poor food choices, possibly due to monetary constraints. A low energy intake (median 5323 kJ/day; IQR 3369-7949), was observed. Only 13.9 percent reached the estimated energy requirement (EER) of 7855 kJ per day for their age category. The overall mean average requirements of the diet was 0.7 but the possiblity of micronutrient deficiencies could not be excluded with a MAR of 0.6 for vitamins and minerals respectively. The median nutrition knowledge was 50 percent (IQR 42-54%) The lowest score was obtained for the FBDG ‘Enjoy a variety of food’ (33.4%; 95% CI 1.1), followed by the FBDG on animal protein (40.3%; 95% CI 1.0). It was decided to augment these two FBDGs with the plant protein FBDG (54.3%; 95% CI 1.8). Despited a relatively good knowledge measured in the caregivers, none of the plant protein food items appeared in the top 20 food items most frequently consumed. The formulation phase included the testing of existing nutrition education material. Messages were well understood (60.5%). However, caregivers found the images contained in the pamphlets and the design of the pamphlets confusing. A definite need was identified for new, culturally acceptable NE material in the caregivers’ home language, Sesotho (74%). During the implementation phase the lectures were presented and the change in the short-term nutrition knowledge of the FBDGs was measured at every session by means of a pre-post-test design. The median age of the caregivers was 63 years (52-78). A significant change in nutrition knowledge was found for each FBDG in terms of the mean number of questions answered correctly by the participants between the results of each pre- and post-test. In the evaluation phase, the impact of the NEP was measured in the Boipatong experimental group and compared, regarding nutrition knowledge, to a control group in the longer term (three months after completion of the intervention). Median nutrition knowledge before the intervention was 49 percent (IQR 46-57) compared to 70 percent (IQR 68-73) after the intervention – an increase of 21 percent. In contrast, the control group showed an increase of only five percent. The results showed that the eating habits of many of the caregivers still fell substantially short of internationally recognised standards (estimated energy requirement (EER) and estimated average requirement (EAR)), and this could contribute to undernutrition as well as to an increased risk of diet-related chronic disease. A median kilojoule intake of 4788 kJ (IQR 3415-6596) per day before and 4651 kJ (IQR 3369-6664) per day after the intervention was registered. Carbohydrate foods remained an important source of energy. Calcium presented a major concern, as none of the participants reached the EAR despite a slight increase in the intake of milk (volume and frequency) after the intervention, as validated by the top 20 food lists and as measured by a nutrient average requirement (NAR) of 0.1 to 0.7 before and after the intervention respectively. The mean average requirements (MAR) remained relatively stable, at 0.7 (median) before the intervention and 0.6 after the intervention. The NEP thus had an insignificant positive effect on dietary intake, except for calcium, iodine and vitamin C intake, which showed significant increases. No relationships could be found between the MAR as an indicator of dietary quality and nutrition knowledge. However, this does not mean that an NEP is not a suitable strategy. Changes in food choices and dietary intake should be measured in the longer term, since lifestyle changes are challenging to adopt when people, especially those in deprived communities, do not have the financial means to make healthy food choices. Conclusion When planning nutrition education strategies to improve the health status of communities in deprived areas, one is faced with the difficulty of households with a low socio-economic status and poor dietary intake, which increases the risk of food and nutrition insecurity. The nutrition education programme, developed, tailored and implemented as an intervention strategy to address an identified need of caregivers, was effective in improving nutrition knowledge. Four of the South African dietary guidelines were used in the nutrition education programme tailored to the specific profile that emerged from the situational analysis and the development of supportive nutrition education material. Lesson plans and the Sesotho and English booklets are available for use in other nutrition education programmes. The study contributed to the understanding of food choices of the urban community of Boipatong as well as of the nutrient inadequacies observed. Nutrition knowledge alone is not enough to bring about changes in food choices when the means to do so are lacking. Poverty and nutrition are closely linked and thus difficult to separate.

Objetivos: Estudar a influência que a renda das famílias e os preços dos alimentos exercem sobre a aquisição de alimentos mais saudáveis (frutas e hortaliças, F&H) e menos saudáveis (bebidas adoçadas, BA). Metodologia: Utilizaram-se dados sobre aquisição de alimentos coletados pela Pesquisa de Orçamentos Familiares (POF), realizada entre julho de 2002 e junho de 2003 pelo IBGE em uma amostra probabilística de 48.470 domicílios do país. A influência da renda familiar e do preço de frutas e hortaliças e de bebidas adoçadas sobre seu consumo foi estudada empregando-se técnicas de análise de regressão múltipa para estimação de coeficientes de elasticidade, controlando-se variáveis sócio-demográficas e preço dos demais alimentos. Resultados: Com a diminuição do preço de F&H haveria aumento da participação desses alimentos no total de aquisições: 10 por cento de redução nos preços de F&H aumentaria em 7,9 por cento sua participação no total calórico. Com o aumento da renda familiar também haveria aumento na participação calórica de F&H: 10 por cento de aumento na renda aumentaria em 2,7 por cento a participação de F&H no total calórico. O efeito dos aumentos de renda tendeu a ser menor nos estratos de maior renda. Haveria significativa redução na aquisição de bebidas adoçadas frente a aumentos no seu preço: para cada 10 por cento de aumento nos preços de bebidas adoçadas haveria uma redução de 8,4 por cento no consumo desses produtos. Aumentos na renda familiar também influenciariam o consumo de bebidas adoçadas, mas com efeito oposto e de magnitude inferior à metade do observado com o aumento de preços: para cada 10 por cento de aumento na renda familiar haveria um aumento de 4,1 por cento no consumo de bebidas adoçadas. Conclusões: Políticas de ajuste de preços como a imposição ou isenção de uma taxa podem ser utilizadas como ferramentas na promoção da alimentação saudável no país, seja estimulando o consumo de alimentos saudáveis ou desestimulando o consumo de não saudáveis / Objectives: To study the influence of family income and food prices on the acquisition of items that act as indicators of a healthy (fruits and vegetables, F&V) or an unhealthy (sugar-sweetened beverages, SSB) food intake. Methods: We used data from the Household Budget Survey (HBS) carried out by IBGE between July 2002 and June 2003 in a probabilistic sample of 48,470 Brazilian households. The influence of family income and the price of fruit and vegetables and sugar-sweetened beverages on its consumption was studied employing techniques multiple regression analysis to estimate elasticity coefficients, controlling for demographic variables and price of other foods. Results: Reducing the price of F&V would increase its participation on total food purchases: 10 per cent reduction in prices of F&V would increase by 7.9 per cent its share of total calories. The increase in family income would also increase the proportion of calories from F&V: 10 per cent increase in income would increase by 2.7 per cent the participation of F&V on total calories. The effect of a raise in income tended to be lower in higher income groups. On the other hand, an increase in the price of SSB would result in considerable reduction in its consumption: for every 10 per cent increase in the prices of SSB a reduction of 8.4 per cent in the consumption would be expected. Increases in income also influence the consumption of SSB, but having the opposite effect, and magnitude less than half that observed for the increase in prices: each 10 per cent increase in family income would increase by 4.1 per cent the consumption of SSB. Conclusions: Public policies aiming the adjustment of prices - as the imposition or exemption of a tax - can be used as a tool in promoting healthy eating in Brazil, either encouraging the consumption of healthy foods or discouraging the consumption of unhealthy products

Objetivos: Estudar a influência que a renda das famílias e os preços dos alimentos exercem sobre a aquisição de alimentos mais saudáveis (frutas e hortaliças, F&H) e menos saudáveis (bebidas adoçadas, BA). Metodologia: Utilizaram-se dados sobre aquisição de alimentos coletados pela Pesquisa de Orçamentos Familiares (POF), realizada entre julho de 2002 e junho de 2003 pelo IBGE em uma amostra probabilística de 48.470 domicílios do país. A influência da renda familiar e do preço de frutas e hortaliças e de bebidas adoçadas sobre seu consumo foi estudada empregando-se técnicas de análise de regressão múltipa para estimação de coeficientes de elasticidade, controlando-se variáveis sócio-demográficas e preço dos demais alimentos. Resultados: Com a diminuição do preço de F&H haveria aumento da participação desses alimentos no total de aquisições: 10 por cento de redução nos preços de F&H aumentaria em 7,9 por cento sua participação no total calórico. Com o aumento da renda familiar também haveria aumento na participação calórica de F&H: 10 por cento de aumento na renda aumentaria em 2,7 por cento a participação de F&H no total calórico. O efeito dos aumentos de renda tendeu a ser menor nos estratos de maior renda. Haveria significativa redução na aquisição de bebidas adoçadas frente a aumentos no seu preço: para cada 10 por cento de aumento nos preços de bebidas adoçadas haveria uma redução de 8,4 por cento no consumo desses produtos. Aumentos na renda familiar também influenciariam o consumo de bebidas adoçadas, mas com efeito oposto e de magnitude inferior à metade do observado com o aumento de preços: para cada 10 por cento de aumento na renda familiar haveria um aumento de 4,1 por cento no consumo de bebidas adoçadas. Conclusões: Políticas de ajuste de preços como a imposição ou isenção de uma taxa podem ser utilizadas como ferramentas na promoção da alimentação saudável no país, seja estimulando o consumo de alimentos saudáveis ou desestimulando o consumo de não saudáveis / Objectives: To study the influence of family income and food prices on the acquisition of items that act as indicators of a healthy (fruits and vegetables, F&V) or an unhealthy (sugar-sweetened beverages, SSB) food intake. Methods: We used data from the Household Budget Survey (HBS) carried out by IBGE between July 2002 and June 2003 in a probabilistic sample of 48,470 Brazilian households. The influence of family income and the price of fruit and vegetables and sugar-sweetened beverages on its consumption was studied employing techniques multiple regression analysis to estimate elasticity coefficients, controlling for demographic variables and price of other foods. Results: Reducing the price of F&V would increase its participation on total food purchases: 10 per cent reduction in prices of F&V would increase by 7.9 per cent its share of total calories. The increase in family income would also increase the proportion of calories from F&V: 10 per cent increase in income would increase by 2.7 per cent the participation of F&V on total calories. The effect of a raise in income tended to be lower in higher income groups. On the other hand, an increase in the price of SSB would result in considerable reduction in its consumption: for every 10 per cent increase in the prices of SSB a reduction of 8.4 per cent in the consumption would be expected. Increases in income also influence the consumption of SSB, but having the opposite effect, and magnitude less than half that observed for the increase in prices: each 10 per cent increase in family income would increase by 4.1 per cent the consumption of SSB. Conclusions: Public policies aiming the adjustment of prices - as the imposition or exemption of a tax - can be used as a tool in promoting healthy eating in Brazil, either encouraging the consumption of healthy foods or discouraging the consumption of unhealthy products

L’industrialisation alimentaire est un véritable progrès pour la société et le consommateur qui recherche la facilité d’achat. Cependant, à la suite de plusieurs crises sanitaires, le consommateur souhaite être mieux informé et maîtriser ses choix de produits. C’est pourquoi, les industriels souhaitent à leur tour améliorer la communication sur leur produit par le biais du packaging grâce aux attributs visuels. Néanmoins, une surabondance des informations, peut rendre le packaging difficilement intelligible. De ce fait, ce travail doctoral s’intéresse à l’impact du niveau de complexité visuelle du packaging sur l’évaluation du produit alimentaire. Cette problématique donne lieu à trois questions de recherche adoptant successivement une approche holistique, puis deux approches analytiques de la complexité du packaging considérant le nombre d’ingrédients et leur degré de similitude selon le niveau de disponibilité des ressources cognitives. L’influence du niveau de complexité du packaging sur l’évaluation du produit est étudiée au moyen de sept études par une approche aux méthodes variées, avec des mesures auto-déclarées, comportementales et implicites. Cette recherche souligne, l’association d’un packaging simple à un produit alimentaire sain, valorisé suivant le bénéfice nutritionnel et suivant la qualité des ingrédients dans la composition du produit. Par ailleurs, elle souligne l’association d’un packaging complexe à un produit meilleur en goût qui facilite la formation de l’imagerie mentale gustative, en fonction du degré de similarité des éléments visuels selon une approche analytique de la complexité du design et selon le niveau de ressources cognitives.Mots clés : complexité, simplicité, design du packaging, ingrédients, salubrité, goût, intention d’achat, charge cognitive / Food industrialization is a real advance for society and the consumer who is looking for ease of purchase. However, with several health crises, the consumer wants to be better informed and to control his product choice. In this way, manufacturers want to improve communication on their product through visual attributes of their packaging. Nevertheless, an information overload can make the packaging difficult to understand. As a result, this doctoral research focuses on the impact of the level of visual complexity of the packaging on the evaluation of the food product. This problem leads to three research questions successively adopting a holistic approach, then two analytical approaches to the packaging complexity considering the number of ingredients and their degree of similarity depending on the level of availability of cognitive resources. The influence of the level of complexity on the evaluation of the product is studied by means of seven studies with a mixed methodological approach, with self-declared, behavioral and implicit measures. This research highlights the combination of a simple packaging with a healthy food product, valued according to the nutritional benefit and the quality ingredients in the product composition. In addition, it emphasizes the combination of a complex packaging with a better taste product that facilitates the formation of mental imagery taste depending on the degree of similarity of visual elements in the analytical approach of the design complexity and the cognitive resources level. Keywords: complexity, simplicity, packaging design, ingredients, healthy food, taste, purchase intent, cognitive load

Este trabajo fue realizado para cubrir una necesidad que hoy en día tiene mucha importancia en las personas, el cual es tener un mejor estilo de vida mediante una buena ingesta de comida saludable. Para ello, se identificó, mediante una investigación hecha a un grupo de personas interesadas en estos cambios, que habían dos inconvenientes muy puntuales para que puedan vivir con este nuevo proceso y cambios en sus vidas. Se trata del factor tiempo para poder prepararse el tipo de comida que hoy en día necesitarían para mejorar su estilo de vida y el conocimiento sobre ello para saber adecuadamente las porciones e ingredientes que deberían considerar. A raíz de ese hallazgo es que vimos una oportunidad de hacer un modelo de negocio que cubra con cada punto hallado en la investigación con la finalidad de entregar un servicio que cubra la necesidad de estas personas. Por ello, creamos NUTRIVA, un modelo de negocio sofisticado el cual consiste en brindar un servicio de delivery de comida saludable mediante paquetes mensuales por medio un aplicativo móvil muy sofisticado que servirá para brindarte consejos de alimentación, planes alimenticios diarios, monitoreo y seguimiento de tu desempeño, entre muchas otras asesorías con relación a comer saludable y estar informado sobre todo lo que se debe saber para estar en forma mediante un equipo de nutricionistas. / This project was done to cover a need that today is very important in people, which is to have a better lifestyle through a good intake of healthy food. To do this, it was identified, through an investigation made to a group of people interested in these changes, that there were two very specific inconveniences so that they could live with this new process and changes in their lives. It is about the time factor to be able to prepare the type of food that today they would need to improve their lifestyle and the knowledge about it to know adequately the portions and ingredients that they should consider. Following this finding is that we saw an opportunity to make a business model that covers each point found in the investigation in order to deliver a service that meets the need of these people. Therefore, we created NUTRIVA, a sophisticated business model which consists of providing a healthy food delivery service through monthly packages through a highly sophisticated mobile application that will serve to provide you with food tips, daily food plans, monitoring and tracking of your performance, among many other advice regarding healthy eating and being informed about everything you need to know to be fit, through a team of nutritionists. / Trabajo de investigación

Functional foods are a growing category in the food market, but little is known about New Zealanders’ views or use of them. A study was carried out in Palmerston North over the period 2005-2006 to investigate determinants of functional food use. The study had two stages: firstly focus groups (5 focus groups, n=42) to understand more of the consumer’s perspective, and then a detailed consumer survey. The questionnaire was based on the theory of Planned Behaviour (TBP), the Health Belief Model (HBM) and information gathered from the focus groups. The results from the study showed that participants knew little about the functional food concept. There was also a strong indication of scepticism, with people concerned about adequate dosage and efficacy. Dietary supplements were seen as a way to achieve the benefit without some of the barriers associated with functional foods. Therefore, a significant proportion of the respondents (>30%) preferred to have the functional ingredients in pill form. Other respondents preferred to have functional ingredients delivered in a staple food that was consumed on a daily basis and the most preferred food vehicle was a drink. Nutrition and health were ranked highest as influencers of food choice, with taste and cost also ranked as important. Women were more likely than men to identify nutrition and health as their main influence. An ANOVA model was used to establish the relationships between socio-demographics, health condition and health behaviour and the five attitudes factors (from exploratory factor analysis). No single attitude factor was significantly correlated with all the sociodemographic variables: women had less positive attitudes towards functional foods in general, were more likely to be sceptical and had less belief in the efficacy of functional foods. While more educated respondents considered functional foods to have less personal benefit, and those with lower income had less confidence in their own ability to consume functional foods. Talking to others about functional foods was found to be significantly negatively correlated with all attitude dimensions and intentions indicating that when people talk to others that their views about functional foods become more negative. In addition, people who Prediction of peoples’ intentions and actual consumption of functional foods in Palmerston North currently used dietary supplements had less positive attitudes and lower intentions to consume functional foods in general. Those who had existing CHD or arthritis symptoms had lower intentions than others to consume functional foods directed towards these diseases. Exploratory factor analysis also identified two factors related to intention to consume functional foods; one for functional foods in general and another for disease (arthritis and CHD) functional foods. Women had less intention to consume functional foods in general, while older adults were more likely to intend to consumer disease specific functional foods. A series of models were evaluated by using structural equation modelling to see how well they could predict peoples’ intentions to purchase and their actual purchase of functional foods in general, as well as disease specific functional foods. The analysis showed that the TPB model (R2=57%) and a modified TPB (R2=61%) better predicted peoples’ intention to consume general functional foods than the theory of reasoned action model (R2=55%). However, a model that included the modified TPB model plus 2 constructs (perceived benefits, perceived barriers) from the health belief model was best of all (R2=72%) at predicting peoples’ intention to consume general functional foods. Perceived barriers were the most influential predictor of intention (barriers included uncertainty about efficacy and dose; surprisingly taste and cost were not significant predictors, but this was probably due to the fact these constructs were not explored as multi-dimensional constructs. The models were poor at predicting intentions to consume specific functional foods, but the addition of perceived susceptibility and perceived severity improved prediction of intentions towards anti-CHD functional foods (R2 = 43%). Perceived susceptibility, but not perceived severity, improved prediction of intention to consumer anti arthritis functional foods (R2=37%). The research suggests that attitudes towards the concept of functional foods are generally positive, but scepticism is evident. Functional foods are not necessarily seen as ‘healthy’, nor are they considered a way to treat existing conditions. Thus careful marketing will be required to target product and messages to relevant segments of the market.

The thesis is focused on health promotion quality reasearch and determination of main risk factors affecting the health of pacients. The thesis consists of theoretical part and practical research in the Pelhřimov Hospital. In the theoretical part were defined determinants of the health and recommended prevention and health promotion based on healthy lifestyle. The aim of practical part was to determine the awareness of patients about health promotion, identification of risk factors for patients, offering health-promoting activities and subsequent confirmation of established hypotheses. The research was conducted through anonymous questionnaires to the patients. The obtained data were statistically processed by standard methods, and presented in the form of graphs. Information-educational brochure was drawn up according to the results. This brochure is mainly focused on risk areas like smoking, eating and physical activities.

Intresset kring hälsosam mat tycks vara större än någonsin. Vi matas med olika råd från experter, bloggar, myndigheter och vänner som berättar för oss hur vi ska äta för att uppnå god hälsa. Inte sällan ser råden olika ut beroende på vilken källa de kommer ifrån. Detta kan leda till en förvirrad bild av hälsa och vilka kostråd som man som konsument egentligen bör följa. Syftet med denna studie är att undersöka unga kvinnors syn på vad som är en hälsosam kost. Studien syftar till att erhålla en djupare förståelse kring olika uppfattningar om relationen mellan kost och hälsa. I denna studie har en kvalitativ metod i form av fokusgruppsintervjuer använts. Materialet har sedan analyserats utifrån Belascos teoretiska ramverk om den kulinariska triangeln av motsättningar. Resultaten visar att hälsosam kost är ett balanserande mellan exempelvis det njutningsfulla och det förbjuda. Kvinnorna har en subjektiv uppfattning om vad som är hälsosamt och begreppet präglas därmed av en individuell tolkning. Vidare ses hälsosam kost som något hemlagat. Resultaten visar även att hälsosam kost är press och påtryckningar. Exempelvis upplever informanterna ångest och prestationskrav kring att äta på ett visst sätt. Kvinnorna får sin information om kost från olika källor, men litar mest på sina egna bedömningar. Faktorer som speglar valet av mat hos unga kvinnor är främst kopplade till identitet samt ansvar för miljön och den egna hälsan. Utifrån denna studie kan det dras slutsatser om att hälsosam kost upplevs individuellt olika. Vad som ses som hälsosamt för en person kan ses som mindre hälsosamt hos en annan. För att uppnå balans och välbefinnande skapar unga kvinnor sin egen bild av hälsa. Utifrån offentliga råd och råd från familj och vänner, gör kvinnorna sin egen bedömning och denna ses även som mest trovärdig. Det kan därmed ses som en utmaning för exempelvis myndigheter att nå ut med evidensbaserade råd om hälsa och kost. / The interest around healthy food seems to be larger than ever. Daily we receive different advice from experts, bloggers, authority and friends who tell us what we should eat to achieve good health. The advice is often different depending who the sender is. This could lead to a confused image of health and what dietary advice you as a consumer should follow. The aim of this study is to examine young women’s view of what characterizes a healthy diet. The purpose is to obtain a deeper understanding around different perceptions regarding the relation between food and health. This study includes a qualitative method and focus groups. The data has been analyzed through Belasco’s theory about the culinary triangle of contradictions. The results show that healthy food is a balance between for example the enjoyable and the forbidden. The women have a subjective perception of what they consider healthy and the concept is therefore characterized by an individual interpretation. Furthermore healthy food is seen as something that is homemade. The results also show that healthy food is a pressure. For example the informants are experiencing demands to perform and anxiety regarding eating in a particular way. The women receive their information from different sources, but depend mostly on their own assessments. Factors that have an impact on the choice of food for the young women are mainly linked to identity and responsibility for the environment and their own health. Based on this study conclusions can be drawn that healthy food is perceived individually different. What is seen as healthy varies between individuals. To achieve balance and well being young women create their own picture of health. Based on public advice and advice from family and friends, women form a personal view of healthy food, which is seen as most reliable. It can thus be seen as a challenge for authorities to reach out to the public with evidence based advices regarding health and food.