Understanding variations in the consumption of functional foods – Evidence from Croatia
Abstract
Purpose – Drawing on a representative survey, this paper aims to identify the determinants of functional food consumption in Croatia. The objective is to introduce and test a conceptual model that four sets of factors (food choice motivations, demographic and socio-economic characteristics, knowledge of functional food and health status) underpin variations in functional food consumption. Design/methodology/approach – Data were collected via face-to-face interviews conducted in respondents' homes. Consumption of functional foods is modelled as a bootstrapped ordered probit model. Findings – Results confirm the significant influence of all four sets of factors for explaining variations in functional food consumption. Heavier users of functional food are those that place a greater weighting on health and convenience in food choice. In contrast, the salience of familiarity in food choice is negatively related with functional food consumption. Females and those with higher levels of educational attainment are heavier consumers of functional food. While perceived health status appears not to have any significant relationship with functional food consumption, there is a link with body mass index. Functional foods appeal most to those concerned about their health and desire convenient, “quick fixes”. Such “quick fixes” may however be employed at the expense of more fundamental adjustments to diet and fitness, which may provide the basis for superior overall disease prevention/health promotion. Originality/value – The study represents one of the first assessments of functional food consumption in Central and Eastern Europe, introducing and testing a comprehensive conceptual model.
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The association between convenience orientation and functional food behavior is inconsistent.
“However, the association between convenience orientation and functional food behavior is inconsistent (Brečić, Gorton, & Barjolle, 2014;Vorage et al., 2020).”
From Relationships between functional food consumption and individual traits and values: A segmentation approach (2021) · cites this paper as Brečić et al., 2014
Health-related motives or values are associated with functional food behavior, and health motivation is a significant predictor of willingness to buy functional foods.
“Health-related motives or values are also associated with functional food behavior (Brečić et al., 2014;Pappalardo & Lusk, 2016;Vorage et al., 2020) and health motivation is a significant predictor of willingness to buy functional foods (Hauser, Nussbeck, & Jonas, 2013;Siegrist, Shi, Giusto, & Hartmann, 2015).”
From Relationships between functional food consumption and individual traits and values: A segmentation approach (2021) · cites this paper as Brečić et al., 2014
The motive of convenience has been shown to associate with functional food consumption; the higher the importance of convenience, the heavier the use of functional foods.
“The motive of convenience has been shown to associate with functional food consumption [22], the higher the importance of convenience, the heavier the use of functional foods.”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [22]
The motive of familiarity has been found to negatively correlate with functional food consumption.
“Last, the motive of familiarity has been found to negatively correlate with functional food consumption [22].”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [22]
Limited research has sought to understand the links between demographic characteristics and food choice motives (FCMs) underlying functional food consumption.
“However, limited research has sought to understand the links between demographic characteristics and food choice motives (FCMs) underlying functional food consumption [22].”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [22]
Previous research shows a relationship between health, healthy eating behaviour and functional food consumption.
“This is in line with previous research, which shows a relationship between health, healthy eating behaviour and functional food consumption [19,20,22].”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [22]
Brecic et al. found a relationship between convenience and functional food consumption.
“Brecic et al. [22] found a relationship between convenience and functional food consumption.”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [22]
Functional foods have been a popular food category since the early 1990, meaning they have been around for almost 30 years.
“Functional foods have been a popular food category since the early 1990, meaning that they have been around for almost 30 years [22].”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [22]
Eastern Europe is one of the newer markets for functional foods.
“The fact that Brecic et al. [22] did find a negative relationship between familiarity and functional food consumption can be attributed to the fact that the study was executed in Croatia, as Eastern Europe is one of the newer markets for functional foods [22].”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [22]
The negative relationship between familiarity and functional food consumption found by Brecic et al. can be attributed to the study being executed in Croatia.
“The fact that Brecic et al. [22] did find a negative relationship between familiarity and functional food consumption can be attributed to the fact that the study was executed in Croatia, as Eastern Europe is one of the newer markets for functional foods [22].”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [22]
Brecic et al. found a negative relationship between familiarity and functional food consumption.
“The fact that Brecic et al. [22] did find a negative relationship between familiarity and functional food consumption can be attributed to the fact that the study was executed in Croatia, as Eastern Europe is one of the newer markets for functional foods [22].”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [22]
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- Authors
- Brečić, R., Gorton, M., & Barjolle, D.
- Affiliations
- Ekonomski fakultet - Zagreb (HR)
- Newcastle University (GB)
- ETH Zurich (CH)
- Venue
- British Food Journal
- Publisher
- Emerald
- Published
- 2014-04-01
- Volume
- 116
- Issue
- 4
- Pages
- 662-675
- ISSN
- 0007-070X (ISSN-L)
- OpenAlex
- W1994745842
- Cited by
- 76
- References
- 50
- Citations by year
- 2026: 6 · 2025: 3 · 2024: 15 · 2023: 5 · 2022: 8 · 2021: 4 · 2020: 7 · 2019: 6 · 2018: 7 · 2017: 8 · 2016: 3 · 2015: 4
- FWCI
- 4.95
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- British Food Journal (publishedVersion)
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Health Sciences › Nursing › Nutrition and Dietetics › Nutrition, Health and Food Behavior
- Social Sciences › Sociology and Political Science › Consumer behavior in food and health
- Keywords
- functional food consumption, food choice determinants, food choice motives, health perception, body mass index, gender differences, educational attainment, socioeconomic factors
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