Millennials and Healthy Food Consumption: Factors Influencing Intentions and the Intention-Behavior Gap

Abstract: The current thesis aimed to explore the knowledge in the field of Healthy Eating Behavior with a particular emphasis on the consumers of Millennial generation. The main focus laid on the Millennial consumer healthy eating decision-making process and intention-behavior gap. Moreover, the authors of this thesis strove to understand factors influencing healthy eating intention, as well as the gap between intention and behavior.