Communication of «Responsible Eating» through Labelling Products in Russia

The final qualifying paper on the topic “Communication of “healthy nutrition” using product labeling in Russia” contains 77 pages of text, 23 figures, 7 tables; used sources – 44. Key words: labeling, product labeling, healthy food labeling, good nutrition, healthy food, healthy nutrition. The object of the research is the communication of “healthy nutrition” using product labeling in Russia. The subject of this research is the concepts of “healthy nutrition” and “rational nutrition” in products in Russia. The aim of the study is to study the features of communication of “healthy nutrition” using product labeling in Russia. The theoretical study was carried out using the method of analysis of theoretical and methodological literature on the studied problem. Applied research was carried out using the methods of survey and questioning, interviewing, content analysis, statistical analysis in the program SPSS IBM Statistics. According to the results of the study, it was proposed to assume that the current labeling of food products within the framework of the communication of “rational” nutrition is widely noticed (and therefore common) by consumers; food labeling has a significant impact on the subsequent consumer behavior; "Rational nutrition" is understood by consumers as different from "healthy." The practical value of this work lies in the fact that the materials of this work can be the basis for the development of a marketing strategy aimed at increasing sales of products in the field of healthy nutrition.