The purpose of issue is to find an operational concept of "good food" on the basis of appraisal of 400 family food purchasing responsibles. For this purpose: Six opposite couples defining good food concept are selected. This couples are detailed in 54 items on which the appraisal has been requested to the purchasing responsibles. The items have been elaborated whit principal components methodology, for male and female segment of group, obtaining different concepts of "good food". Differences on the concept of good food are individuated also regarding age and level of instruction. 8 clusters are obtained on basis of use of media and the differences between them regarding the idea of good food are individuated. The main result is to confirm the existence of different evaluation of good food concept in different segments of interviewed group.
Keywords: Consumer behavior, food
Jel Code: D12