The influence of the principles of rational nutrition on the consumer behavior of young people (on the example of Moscow)

The subject of the research is the influence of the principles of rational nutrition on consumer behavior (on the example of young people in Moscow). The purpose of this article was to study the influence of the principles of rational nutrition on the consumer behavior of young people in Moscow to develop recommendations for its formation. Methodology. Within the framework of the research conducted by the authors of the article, the following theories, methods, technologies and approaches were used: qualitative analysis of the works of domestic and foreign scientists devoted to the study of consumer behavior, the sociology of nutrition, the concept of rationality, rational choice theories, as well as the sociology of youth; methods of analysis and synthesis, classification and generalization in the allocation of the general and particular in the definition problems of consumer behavior and the place of rational nutrition in the life of young people; methods of sociological research such as mass survey and in-depth interview. Results. In the presented article, the authors analyzed the directions of studying consumer behavior, rationality, nutrition and youth as a social group. The article offers recommendations to increase the level of rationality of consumer behavior in a constantly changing environment. Application. The conclusions and results obtained can be used for further study, analysis and evaluation of the place of rational nutrition in the life of young people, including representatives of educational institutions.