Work

The Effect of Motivators and Barriers on Attitudes and Willingness to Consume Dairy Functional Foods in Hungary

Year: 2024

Type: article

Abstract: As the global trend for healthy eating grows, firms are emphasising dairy functional foods (DFFs). This study looks into the relationship between consumer attitudes and readiness to consume DFFs, taking into account how a healthy lifestyle might both motivate and deter people from using them. Hungary was chosen because consumer behaviour towards functional foods is under-researched in comparison to Western Europe. Data were generated using a survey questionnaire from 313 respondents. The results of Partial Least Squares (PLS) analysis revealed that consumer attitudes had a considerable influence on the desire to consume DFFs. Furthermore, the motivators and barriers had a direct influence on willingness through the consumer attitudes that serve as mediators. These findings show the need for targeting consumer attitudes and lifestyle characteristics in order to increase the market acceptance of DFFs.

Source: Foods

DOI: 10.3390/foods13213364

Authors: Mohammad Mohammad, Isaac Hyeladi Malgwi, Stefano Schiavon, Orsolya Szigeti

Institutions: Magyar Agrár- és Élettudományi Egyetem, University of Padua, Obuda University

Language: English

Topic: Consumer Attitudes and Food Labeling

Subfield: Public Health, Environmental and Occupational Health

Field: Medicine

Domain: Health Sciences

SDGs: Zero hunger, Good health and well-being

Open Access status: gold

Estimated APC paid: $3,296