Theories and typology of goal conflict in food consumption

Abstract

The aim of this paper is to systemize the theoretical framework related to the conflict in consumption, exemplified by consumption of food. The article presents the basic concepts related to goal conflict and adapts social and psychological theories describing and explaining the conflict of objectives to identify the causes of conflicts in the sphere of food consumption. The paper describes also the most common conflicts in food choices identified in the literature and indicates the usefulness of a theoretical framework of goal conflict for new food product design and development.

Keywords

• goal conflict
• food
• consumer behavior
• new product development
• new product design