Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/18653
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Motivations and Cognitive Structures of Consumers in their Purchasing of Functional Foods
Authors: Krystallis, Athanasios
Maglaras, George
Mamalis, Spyridon
Contact Email: george.maglaras@stir.ac.uk
Keywords: Functional foods
Means-end chains
Purchasing motives
Cognitive structures
Greece
Issue Date: Sep-2008
Publisher: Elsevier
Citation: Krystallis A, Maglaras G & Mamalis S (2008) Motivations and Cognitive Structures of Consumers in their Purchasing of Functional Foods, Food Quality and Preference, 19 (6), pp. 525-538.
Abstract: The present study initially fulfils a two-fold aim: first, to identify the functional foods most frequently purchased by a homogeneous group of well-educated consumers; and second, to define the most important functional food attributes that affect consumers’ purchasing decisions when examined in two separate age groups (young adults and early-middle-aged). By employing the MEC analysis methodology, the study further fulfils two additional aims: third, to obtain insights into the functional food-related buying motives of consumers; and fourth, to design a MEC hierarchy of consumption-relevant cognitive structures per age group in order to explain their functional food-related purchasing behaviour. The results of the study highlight health enhancement and health risk prevention through appropriate dietary choices as the most important motives of functional food purchasing for the two age groups, respectively. A special interest in eating enjoyment that results from functional food consumption and in trust that must surround those foods also emerge from both age groups. Moreover, some differences among the two age groups are prominent, such as that the early-middle-aged consumers show a great interest in knowing the origin of the functional product; while the young adults emphasize on functional foods’ convenience and (low) price. These results lead to the conclusion that functional foods should deliver their health benefits above and beyond the standard (high) perceived quality required by consumers from any common food product.
Type: Journal Article
URI: http://hdl.handle.net/1893/18653
DOI Link: http://dx.doi.org/10.1016/j.foodqual.2007.12.005
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Aarhus University
Marketing and Retail Division
Aristotle University of Thessaloniki

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