The Impact of Attitude, Consumer Innovativeness and Interpersonal Influence on Functional Food Consumption

Filiz Bozkurt Bekoglu, Ahu Ergen and Burcu Inci

International Business Research, 2016, vol. 9, issue 4, 79-87

Abstract: There is a growing demand towards functional foods which give the consumers a chance to have a healthier diet without changing their current habits. Due to this appealing benefit, functional food market is rapidly growing and there is a raising interest in consumer research regarding functional foods. The main purpose of this study is to explore the impact of attitude towards the necessity of functional food, interpersonal influence and consumer innovativeness on functional food consumption. The secondary purpose is to find out whether functional food consumption varies according to demographic variables. The study covers 695 consumers living in İstanbul. The results show that people who believe functional foods are necessary, who are influenced by other people and who are innovative, are more likely to consume functional foods. It is also found that functional food consumption is higher among single and lower among educated people. Developing a new functional food is an expensive process and the companies need to have detailed knowledge on the products, consumer expectations and motives. So, it is believed that this study will contribute to explore functional food market and consumers in Turkey.

Keywords: functional food marketing; functional food consumption; healthy eating; consumer innovativeness; interpersonal influence (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ibr/article/view/57215/30999 (application/pdf)
http://www.ccsenet.org/journal/index.php/ibr/article/view/57215 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ibrjnl:v:9:y:2016:i:4:p:79-87

Access Statistics for this article

More articles in International Business Research from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().