Consumer perception of functional foods and determinants of functional foods consumption in the Slovak Republic

Elena Horská, Kristína Predanócyová, Peter Šedík*, Klaus G. Grunert, Daniela Hupková

*Corresponding author for this work

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

3 Citations (Scopus)

Abstract

Purpose: The aim of this paper is to study the consumer perception of functional foods and to identify determinants of functional foods consumption in Slovakia. Design/methodology/approach: The research is based on primary data obtained by conducting an online questionnaire survey in 2021 using the snowball sampling method (n = 1,138 Slovak respondents). By applying inferential and multivariate statistics, several segments of functional food consumers were identified. Findings: Research identified three segments of functional food consumers in Slovakia differing in the agreement scores of the four dimensions of beliefs about functional foods. The “Skeptic” is the largest segment, comprising 52% of the sample. Consumers have higher agreement on the risk beliefs and lower agreement on the benefit, trend and interest beliefs. These consumers do not consume functional food regularly. The segment “Less interested”, comprising 35% of the sample, has average agreement scores, and consumers consume functional food occasionally or regularly. The “Enthusiastic” is the smallest segment, comprising only 12% of the sample. Consumers have high agreement on the benefits and interest beliefs and low agreement on the risk beliefs. Most consumers consume functional food regularly and are focusing on functional product features. Originality/value: The results provide essential information for both the academic and commercial field. Obtained information can be used by producers of functional foods to better understand their customers as well as to improve their marketing strategies on the Slovak market.

Original languageEnglish
JournalBritish Food Journal
Volume125
Issue7
Pages (from-to)2478-2492
Number of pages15
ISSN0007-070X
DOIs
Publication statusPublished - May 2023

Keywords

  • Cluster analysis
  • Consumer behavior
  • Functional foods
  • Slovakia

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