The level of consumers’acceptance of funtional foods
Year: 2020
Type: article
Study design: Observational Study
Abstract: The aim of this paper is to identify the level of the consumers acceptance of functional foods and the factors affecting this acceptance. The study sample includes consumers who have bought and/or used functional foods in Ho Chi Minh City. Online questionnaires have been sent via e-mails, and 233 valid responses have been collected. The reliability test of scale with Cronbach s lpha, exploratory factor analysis (EF ), and linear regression analysis are carried out to test the relevant hypotheses. The result shows that the level of Vietnamese consumer acceptance of functional foods is reasonable. The five factors that considerably affect the acceptance of consumers functional foods are: (1) Perceived role of food for health, ( ) Knowledge of functional foods, (3) Perceived price, (4) Belief towards functional foods, and (5) Social norms. The result also notes that consumers, especially female consumers, 50 years old and above, with an income of 10 million VND and above, or having family member(s) with poor health often have higher acceptance level of functional foods. From this conclusion, the paper raises somemanagerial implications of marketing activities to increase the level of accepting functional foods for consumer health.
Institution: Ho Chi Minh City Open University
Language: English
Field: Medicine
Domain: Health Sciences
Open Access status: green
OpenAlex ID: W4304476964