Abstract
This study investigates antecedents of consumers’ attitudes and intentions to eating functional foods in a representative sample of Norwegian consumers (N = 810). The theory of planned behavior (TPB), with an extension of self-efficacy and descriptive norms and, as well, hedonic and utilitarian eating values, is used as a conceptual framework. Structural equation modeling (SEM) is applied to test the hypothesized relationships. The findings differed significantly between the basic and extended model, particularly for the perceived behavioral control (PBC) constructs. Perceived control over behavior was insignificantly related to intention and consumption frequency in the basic model and significantly negatively related in the extended model. The inclusion of self-efficacy, conceptualized as confidence in the ability to consume functional foods regularly, proved to be the most important explanatory factor of intention. Descriptive and injunctive norms were both significant and relatively strong predictors of intention. However, injunctive norms lost explanatory power when descriptive norms were included in the structural model. The strong influence of attitude on intention also diminished in the extended model. Utilitarian eating values clearly outperformed hedonic eating values as a basis for explaining consumer attitude toward eating functional foods. Whereas utilitarian eating values were strongly and positively associated with participants’ attitude toward the consumption of functional foods, hedonic eating values were less strongly and negatively related to attitude. Thus, the food industry needs to improve the hedonic value of functional foods to commercially succeed.
Highlights
Understanding consumer perceptions, attitudes, and purchasing behavior with respect to functional foods is of great importance (Calado et al, 2018; Frewer, Scholderer, & Lambert, 2003; Kraus, 2015)
The results suggest that participants, on average, neither found it likely nor unlikely to engage in regular consumption of functional foods (INT = 4.05)
Intention was positively associated with consumption frequency, which implies that prior experience with functional foods generates future intention to consume
Summary
Understanding consumer perceptions, attitudes, and purchasing behavior with respect to functional foods is of great importance (Calado et al, 2018; Frewer, Scholderer, & Lambert, 2003; Kraus, 2015). Some recent reviews (Bimbo et al, 2017; Mogendi, De Steur, Gellynck, & Makokha, 2016; Siró, Kápolna, Kápolna, & Lugasi, 2008) highlight knowledge and information about nutrition and health; cognitive and affective antecedents such as attitudes, perceptions and beliefs; product properties; and sociodemographic variables as important for consumer choices regarding functional foods. Hedonic attributes or values are important to food choice in general (Steptoe et al, 1995). While food products certainly have both utilitarian and hedonic qualities (to varying degrees), functional foods—in comparison—are suggested to be superior in providing utilitarian benefits (i.e. additional health benefits and convenience). This study will investigate whether consumption of functional foods is living up to its “functional terminology,” that is, guided by utilitarian eating motivation, values, and/or goals
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