Probiotic dairy platforms - consumer attitudes and purchasing habits

Tina Vukasović, Aleksandra Zajc and John L. Stanton

International Journal of Innovation and Learning, 2024, vol. 36, issue 4, 508-529

Abstract: The objective of this paper is to better understand consumers' attitudes, expectations and behaviour toward probiotic milk products in selected European country. The method used for data collection was a structured online questionnaire. The survey revealed an important functional correlation between consumers and probiotic dairy products in terms of their beneficial effects on digestion and overall health. In addition to the good taste that consumers recognised in probiotic dairy products, the quality and naturalness of the product, which is expressed in the attributes 'natural aroma' and 'free of artificial colours', are also important. The aforementioned attributes have proved to be crucial for the future communication strategy of probiotic dairy products. Consumer attitudes show that there is an opportunity to position probiotic around holistic health.

Keywords: consumer behaviour; purchasing decision; innovation; knowledge management; yoghurts; probiotics; attributes. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=142042 (text/html)
Access to full text is restricted to subscribers.

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:ids:ijilea:v:36:y:2024:i:4:p:508-529

Access Statistics for this article

More articles in International Journal of Innovation and Learning from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().