How 'trendy' are you? : study of the relationship between healthy food trends and consumption behavior among young urban professionals in the city of Skopje, FYROM

Abstract

The scope of the issue examined takes into account the people's personal life, their occupation and how do these two variables affect the nutritional diets on daily menu. Taking in consideration the trending culture of 'healthy eating' has influenced the people, this research examines in what relation they were affected. By using the theory of reasoned action and behavioral intentions by Ajzen and Fishbein, I analyzed observations and interviews, approaching the issue directly and examine people's life-world. After the analysis of each person, few results can be taken out as general: prominent is that the people in Skopje are busy most of the time which makes difficult for them toarrange their schedule.