IMPACT OF BELIEFS AND ATTITUDES ON YOUNG CONSUMERS’ WILLINGNESS TO USE FUNCTIONAL FOOD
 
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Pol. J. Food Nutr. Sci. 2009;59(2):183–187
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ABSTRACT
The aim of the study was to describe young consumers’ attitudes toward functional food and to find the dimensions that can predict respondents’ willingness to buy different functional food products. Five functional products were chosen as sample products, namely cholesterol lowering spreads, probiotic yoghurt, juice with added calcium, low-fat mayonnaise, and energetic beverage. Perceived familiarity, healthiness and willingness to use were assessed in relation to these products. Data were collected in the sample of 275 students by using self-administered questionnaire. The consumers’ attitudes measured by three dimensions explained their willingness to buy functional food differently. The greatest effects on the willingness to use functional food were found between students who had different attitude toward its benefits. The respondents most willing to use cholesterol lowering spreads and probiotic yoghurts expected benefits from using functional to a greater extent. The need for functional food affected positively the willingness to use probiotic yoghurts. The willingness to use low-fat mayonnaise was affected by the confidence in functional food and the safety of functional food. The attitude represented by general health interest was positively correlated with the willingness to use probiotic yoghurts and low-fat mayonnaise. The scales used in this survey can be seen as a useful tool for monitoring the factors that determine consumers’ behaviours on the market of functional food.
ISSN:1230-0322