Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 25 ISSUE 2
Written by Mihaela Cristina DRĂGHICI, Amalia Carmen MITELUȚ, Elisabeta Elena POPA, Mihaela GEICU-CRISTEA, Paul-Alexandru POPESCU, Alexandra Andreea ANGHEL, Mona Elena POPA

Nowadays, consumers are informed and have an increased awareness of the importance of a healthy diet and high -quality food. Today's foods are designed not only to satisfy hunger and provide necessary nutrients to human beings, but also to prevent nutrition-related diseases and improve the physical and mental well-being of consumers. This paper studied the behaviour and price sensitivity of consumers regarding protein-enriched vegetable biscuits. Adaptive conjoint analysis was used, which is a statistical technique used in market and marketing studies and personalizes the survey experience of each respondent based on the answers to the initiated questions. Therefore, the present study started from establishing the main attributes evaluated by the consumer (sustainability claim, price, brand, origin), respectively the value levels of these attributes. The results of the conjoint study show that for plant-based biscuits rich in protein and fibres, the most important attribute in choosing the product is the origin, followed by price and brand.

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