Development of functional food with the participation of the consumer. Motivators for consumption of functional products
Abstract
Abstract The purpose of the study was (1) to define the most important characteristics of functional food affecting purchasing decisions; (2) diagnose the importance of the healthful properties of functional food; (3) identify preferences for carriers (base product) and the importance of the functional components essential in the choice of functional products; and (4) get to know the motives by which consumers are guided when purchasing functional food. The data were collected through direct interview (n = 200). The research tool was a questionnaire divided into four sections. The first one included quality attributes. The second one included healthful properties, functional components and carriers. The third one concerned the motives for purchasing functional food and included the consequences and values. In the fourth section the participants were asked about gender, age and education. The results of this study allowed determining the most important attributes of functional food products. Among quality attributes the most important are safe food, natural product and healthy product. The most important organoleptic attributes include nice taste. Very important attributes of packaging and labelling include expiry date and information on the healthful properties of the product. The most important healthful properties are associated with the attributes (1) strengthens the immune system; (2) reduces the risk of certain cancers; (3) reduces the risk of cardiovascular diseases; (4) helps maintain the correct body weight; (5) strengthens eyesight; (6) improves memory; and (7) improves physical condition. The functional components concern mainly vitamins and minerals, omega‐3 fatty acids and dietary fibre. As the best base products, consideration was given to bread, dairy products, cereal products, mixtures of fruits and vegetables and meat products. In the motivation system there were distinguished functional consequences that included improvement of health, needs of the organism, and healthy eating and psychological consequences such as conscious choice and health promotion. The most important autotelic values include good health and long life, health safety, inner harmony, self‐respect and self‐confidence. The means to achieve these goals are responsibility for health and care for health. The study provides bases for a better understanding of the consumer's needs and optimization of activities related to the development and consumption of functional food. The results of this study may provide valuable support for actions connected with the promotion and marketing of food products.
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Hedonism, convenience, and health are probably the most salient values underlying food choices, including the choice to consume functional foods.
“Hedonism (e.g., regarding taste), convenience, and health are probably the most salient values underlying food choices (e.g., Markovina et al., 2015;Vorage et al., 2020)-including the choice to consume functional foods (e.g., Kraus, 2015;Urala & Lähteenmäki, 2003)-and are therefore considered in this study.”
From Relationships between functional food consumption and individual traits and values: A segmentation approach (2021) · cites this paper as Kraus, 2015
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- Authors
- Kraus, A.
- Affiliations
- University of Rzeszów (PL)
- Corresponding author
- Kraus, Artur
- ORCID
- Kraus, Artur
- Venue
- International Journal of Consumer Studies
- Publisher
- Wiley
- Published
- 2014-10-16
- Volume
- 39
- Issue
- 1
- Pages
- 2-11
- ISSN
- 1470-6423 (ISSN-L)
- 1470-6431
- OpenAlex
- W1496071782
- Cited by
- 112
- References
- 48
- Citations by year
- 2026: 4 · 2025: 7 · 2024: 11 · 2023: 10 · 2022: 8 · 2021: 8 · 2020: 13 · 2019: 16 · 2018: 10 · 2017: 12 · 2016: 10 · 2015: 3
- FWCI
- 8.29
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Consumer Studies (publishedVersion)
- Funders
- Rector (DN/GrU/EK/4/2012)
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
- Social Sciences › Sociology and Political Science › Consumer behavior in food and health
- Keywords
- functional foods, consumer motivation, purchase decision, functional components, food quality characteristics, packaging and labeling, omega-3 fatty acids, dietary fiber, vitamins and minerals, health promotion, consumer preferences, food safety
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