Consumer Attitude in the Fitness Food Market - Netnographic Research

The purpose of our work is to study the consumers attitude in the fitness food market. A netnographic research was using during our study and investigation. However, firstly this thesis the previous existing literature related to our research topic in order to understand what is exactly the fitness food and to have an idea about the fitness food market in general .

In the second part, during the application of the netnographic research we started by choosing instagram blogs and to make our research stronger we decided to work with more than blog, so we selected six blogs. These blogs share mainly contents about the home-made fitness food.

Finally for the netnography research results, our collected data was so rich which enabled as to determine six dimensions which helped as to understand the consumers intentions and their attitudes. These dimensions are the health care, past-behaviour, personal standards- hedonism and pleasure, Self direction, Nutritional standards.