INTENTIONS TO PURCHASE “LIGHT” FOOD OF A SELECTED GROUP OF FEMALE STUDENTS AT POLISH UNIVERSITIES

Background. According to the literature, despite the growing production and increased range of “light” foods, interest in this food range is not increasing. The aim of the study was to determine whether intentions to purchase “light” foods were associated with the following psychosocial indicators: attitudes towards health, attitudes towards the environment, attitudes towards natural foods and attitudes towards novel foods. In preparing the questionnaire, a set of statements adapted from scientific publications by other authors was used. The survey questionnaire included items relating to: intentions to purchase “light” food, attitudes towards health, attitudes towards the environment, attitudes towards natural foods and attitudes towards novel foods. During the study, the respondents expressed the level of approval for or disapproval of all the items included, using a five-point Likert scale. The empirical data was presented as percentage distributions and descriptive statistics. Statistical analysis methods included: Scale reliability analysis based on Cronbach's α coefficients, Spearman's rank correlation, Chi-Square test with Yates correction, multinomial ordered logit model. Results and conclusions. Based on young women surveys, it can be concluded that the intentions to purchase „light” foods are related to psychosocial indicators such as attitudes towards health and the envi ronment, attitudes towards natural foods and novelty foods. It was shown that female students with posi tive attitudes towards natural and novel foods and ambivalent attitudes towards health are more likely to manifest a willingness to purchase „light” foods than the other young women surveyed. These factors are particularly important to young women of Generation Z in Poland. The study has certain limitations. De spite the large size of the study group, the results obtained are not representative and cannot be generalized to the population of young women (Generation Z) in Poland.