Food consumer behaviour in Czechia and Ukraine: food-related lifestyle concepts among millennial consumers

Food-related lifestyles are beneficial in terms of reducing consumers' perceived risks and anxiety regarding food products. There would appear to three domains in terms of food-related lifestyle and eating behaviour: 1) usage situation; 2) consequences of using food products; 3) meal preparation scripts. The comparative approach utilising the factor analysis for the fitted food-related lifestyle of three domains of generation of millennials was used. A total of 319 respondents participated. Factor analysis was fitted for food-related lifestyle domains for both countries. The findings of this study indicated that usage situation domains explained more of the variance in a culture different than the other two domains. This study seeks to fill a gap in the existing literature by examining millennials' food-related lifestyle in three domains: meal preparation, script usage situation and desired consequences.