The research area is general in nature, as consumer behaviour research is a field requiring a specific methodology, which in turn can be adapted to the consumption of any product or service, from simple basic products to complex services. The focus is on the development of research methodology.

A healthy lifestyle is not only a trend, but also an area where it is important to pay more and more attention to, in order to counteract the negative effects of the problems caused by modern civilisation. Conscious living, and in particular conscious eating, should be an increasingly important part of consumers' lives, and this research aims to improve consumer behaviour.

The wine sector is one of the mainstays of the agricultural economy and plays a key role in both domestic consumption and export expansion. By monitoring consumer behaviour, it is possible to target the development of the sector, thus contributing to the competitiveness of the businesses concerned and to innovation in the national image.

Tourism is one of the most profitable sectors in our country. By examining consumer behaviour, it is possible to create the conditions for higher quality service and to introduce new innovations, which today form the basis for the development of the sector.

Food hypersensitivity is a growing problem today, which needs to be addressed by consumers and the trade, hospitality and tourism sectors. Our current research focuses on the problems and solutions for the involvement of the HoReCa sector.