Consumer Perceptions and Attitudes Towards Ultra-Processed Foods

The consumption of ultra-processed foods (UPFs) has become a central topic in discussions surrounding public health, nutrition, and consumer behaviour. This study aims to investigate the key factors shaping customer perceptions and attitudes towards UPFs and explore their impact on purchase decisions. A total of 290 completed questionnaires from an online survey were analysed to identify the drivers influencing consumer actions and habits. Users’ opinions were systematized based on their attitudes towards UPFs, considering factors such as health consciousness, knowledge, subjective norms, and environmental concerns. Participants were then categorized using both traditional and advanced data analysis methods. Structural equation modelling (SEM), machine learning (ML), and multi-criteria decision-making (MCDM) techniques were applied to identify hidden dependencies between variables from the perspective of UPF consumers. The developed models reveal the underlying relationships that influence acceptance or rejection mechanisms for UPFs. The results provide specific recommendations for stakeholders across the food production and marketing value chain. Public health authorities can use these insights the findings to design targeted interventions that promote healthier food choices. Manufacturers and marketers can leverage the findings to optimize product offerings and communication strategies with a focus on less harmful options, aligning more closely with consumer expectations and health considerations. Consumers benefit from enhanced product transparency and tailored information that reflects their preferences and concerns, fostering informed and balanced decision-making. As attitudes toward UPFs evolve alongside changing nutrition and consumption patterns, stakeholders should regularly assess consumer feedback to mitigate the impact of these harmful foods on public health.