The Effect of Motivators and Barriers on Attitudes and Willingness to Consume Dairy Functional Foods in Hungary
Abstract
:1. Introduction
2. Theoretical Framework and Hypotheses
2.1. Theoretical Framework
2.2. Research Hypotheses
3. Research Methods
3.1. Survey Design
3.2. Sample Size and Composition
3.3. Statistical Analysis
4. Results
4.1. Measurement Model: Reliability and Validity
4.2. Structural Model: Goodness of Fit Statistics
4.3. Results of SEM
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
- Chen, M.F. The mediating role of subjective health complaints on willingness to use selected functional foods. Food Qual. Prefer. 2011, 22, 110–118. [Google Scholar] [CrossRef]
- WHO. Noncommunicable Diseases. 2021. Available online: https://www.who.int/news-room/fact-sheets/detail/noncommunicable-diseases#:~:text=Keyfacts,-andmiddle-incomecountries (accessed on 11 June 2023).
- WHO. Noncommunicable Diseases. 2018. Available online: https://www.who.int/publications/i/item/9789241514620 (accessed on 11 June 2023).
- Cencic, A.; Chingwaru, W. The Role of Functional Foods, Nutraceuticals, and Food Supplements in Intestinal Health. Nutrients 2010, 2, 611. [Google Scholar] [CrossRef] [PubMed]
- Stanton, C.; Ross, R.P.; Fitzgerald, G.F.; Van Sinderen, D. Fermented functional foods based on probiotics and their biogenic metabolites. Curr. Opin. Biotechnol. 2005, 16, 198–203. [Google Scholar] [CrossRef] [PubMed]
- Chen, M.F. The joint moderating effect of health consciousness and healthy lifestyle on consumers’ willingness to use functional foods in Taiwan. Appetite 2011, 57, 253–262. [Google Scholar] [CrossRef]
- Menrad, K. Market and marketing of functional food in Europe. J. Food Eng. 2003, 56, 181–188. [Google Scholar] [CrossRef]
- Annunziata, A.; Vecchio, R. Functional foods development in the European market: A consumer perspective. J. Funct. Foods 2011, 3, 223–228. [Google Scholar] [CrossRef]
- Bigliardi, B.; Galati, F. Innovation trends in the food industry: The case of functional foods. Trends Food Sci. Technol. 2013, 31, 118–129. [Google Scholar] [CrossRef]
- Özen, A.E.; del Mar Bibiloni, M.; Pons, A.; Tur, J.A. Consumption of functional foods in Europe; a systematic review. Nutr. Hosp. 2014, 29, 470–478. [Google Scholar] [CrossRef]
- Granqvist, N.; Ritvala, T. Beyond Prototypes: Drivers of Market Categorization in Functional Foods and Nanotechnology. J. Manag. Stud. 2016, 53, 210–237. [Google Scholar] [CrossRef]
- Ozen, A.E.; Pons, A.; Tur, J.A. Worldwide consumption of functional foods: A systematic review. Nutr. Rev. 2012, 70, 472–481. [Google Scholar] [CrossRef]
- Küster-Boluda, I.; Vidal-Capilla, I. Consumer attitudes in the election of functional foods. Span. J. Mark.-ESIC 2017, 21, 65–79. [Google Scholar] [CrossRef]
- Barrena Figueroa, M.R.; Sánchez, M. El consumidor ante los alimentos de nueva generación: Alimentos funcionales y alimentos transgénicos. Rev. Española Estud. Agrosociales Y Pesq. 2004, 2004, 95–128. [Google Scholar] [CrossRef]
- Kozup, J.C.; Creyer, E.H.; Burton, S. Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers’ Evaluations of Packaged Food Products and Restaurant Menu Items. J. Mark. 2003, 67, 19–34. [Google Scholar] [CrossRef]
- Urala, N.; Lähteenmäki, L. Attitudes behind consumers’ willingness to use functional foods. Food Qual. Prefer. 2004, 15, 793–803. [Google Scholar] [CrossRef]
- Downes, L. Motivators and Barriers of a Healthy Lifestyle Scale: Development and Psychometric Characteristics. J. Nurs. Meas. 2008, 16, 3–15. [Google Scholar] [CrossRef]
- Ajzen, I. The theory of planned behavior. Organ. Behav. Hum. Decis. Process. 1991, 50, 179–211. [Google Scholar] [CrossRef]
- Maichum, K.; Parichatnon, S.; Peng, K.-C.; Tsai, S.-B.; Liu, B.; Shyu, J.Z.; Li, Y.; Deng, Y.; Tseng, M.-L.; Huang, J.-J. Application of the Extended Theory of Planned BehabviourModel to Investigate Purchase Intention of Green Products among Thai Consumers. Sustainability 2016, 8, 1077. [Google Scholar] [CrossRef]
- Homer, P.M.; Kahle, L.R. A Structural Equation Test of the Value-Attitude-BehabviourHierarchy. J. Personal. Soc. Psychol. 1988, 54, 638–646. [Google Scholar] [CrossRef]
- Chang, H.P.; Ma, C.C.; Chen, H.S. The Impacts of Young Consumers’ Health Values on Functional Beverages Purchase Intentions. Int. J. Environ. Res. Public Health 2020, 17, 3479. [Google Scholar] [CrossRef]
- Steptoe, A.; Pollard, T.M.; Wardle, J. Development of a Measure of the Motives Underlying the Selection of Food: The Food Choice Questionnaire. Appetite 1995, 25, 267–284. [Google Scholar] [CrossRef]
- Trenkner, L.L.; Rooney, B.; Viswanath, K.; Baxter, J.; Elmer, P.; Finnegan, J.R.; Graves, K.; Hertog, J.; Mullis, R.; Pirie, P.; et al. Development of a scale using nutrition attitudes for audience segmentation. Health Educ. Res. 1990, 5, 479–487. [Google Scholar] [CrossRef]
- Urala, N.; Lähteenmäki, L. Consumers’ changing attitudes towards functional foods. Food Qual. Prefer. 2007, 18, 1–12. [Google Scholar] [CrossRef]
- Salmani, F.; Norozi, E.; Moodi, M.; Zeinali, T. Assessment of attitudes toward functional foods based on theory of planned behavior: Validation of a questionnaire. Nutr. J. 2020, 19, 1–9. [Google Scholar] [CrossRef] [PubMed]
- Cuesta-Valiño, P.; Rodríguez, P.G.; Núñez-Barriopedro, E. Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response. Int. J. Environ. Res. Public Health 2020, 17, 6463. [Google Scholar] [CrossRef] [PubMed]
- Honkanen, P.; Verplanken, B.; Olsen, S.O. Ethical values and motives driving organic food choice. J. Consum. Behav. 2006, 5, 420–430. [Google Scholar] [CrossRef]
- Kang, J.; Jun, J.; Arendt, S.W. Understanding customers’ healthy food choices at casual dining restaurants: Using the Value–Attitude–Behabviourmodel. Int. J. Hosp. Manag. 2015, 48, 12–21. [Google Scholar] [CrossRef]
- Verbeke, W. Consumer acceptance of functional foods: Socio-demographic, cognitive and attitudinal determinants. Food Qual. Prefer. 2005, 16, 45–57. [Google Scholar] [CrossRef]
- Aschemann-Witzel, J.; Hamm, U. Do consumers prefer foods with nutrition and health claims? Results of a purchase simulation. J. Mark. Commun. 2010, 16, 47–58. [Google Scholar] [CrossRef]
- Papp-Bata, Á; Szakály, Z. The relationship between the motivators and barriers of health behaviour and consumer attitudes towards functional food. Acta Aliment. 2020, 49, 287–294. [Google Scholar] [CrossRef]
- Keller, C. Developing and sustaining valued health behaviors in young African-American women. Health Values 1993, 17, 49. [Google Scholar]
- Plowden, K.O.; Miller, J.L. Motivators of health seeking behabviourin urban African-American men: An exploration of triggers and barriers. J. Natl. Black Nurses’ Assoc. JNBNA 2000, 11, 15–20. [Google Scholar] [PubMed]
- Jones, M.; Nies, M.A. The Relationship of Perceived Benefits of and Barriers to Reported Exercise in Older African American Women. Public Health Nurs. 1996, 13, 151–158. [Google Scholar] [CrossRef] [PubMed]
- Fleury, J. Wellness motivation theory: An exploration of theoretical relevance. Nurs. Res. 1996, 45, 277–283. [Google Scholar] [CrossRef] [PubMed]
- Urala, N.; Lähteenmäki, L. Reasons behind consumers’ functional food choices. Nutr. Food Sci. 2003, 33, 148–158. [Google Scholar] [CrossRef]
- Eyler, A.A.; Baker, E.; Cromer, L.C.; King, A.C.; Brownson, R.C.; Donatelle, R.J. Physical Activity and Minority Women: A Qualitative Study. Health Educ. Behav. 1998, 25, 640–652. [Google Scholar] [CrossRef]
- Garai-Fodor, M.; Popovics, A.; Csiszarik-Kocsir, A. The perception of Hungarian food by consumer segments according to food purchasing preferences based on primary research results. PLoS ONE 2022, 17, e0273023. [Google Scholar] [CrossRef]
- Temperini, V.; Limbu, Y.; Jayachandran, C. Consumers’ Trust in Food Quality and Willingness to Pay More for National Parks’ Brands: Preliminary Evidence From Italy. J. Int. Food Agribus. Mark. 2017, 29, 120–138. [Google Scholar] [CrossRef]
- Abood, D.A.; Black, D.R.; Feral, D. Nutrition Education Worksite Intervention for University Staff: Application of the Health Belief Model. J. Nutr. Educ. Behav. 2003, 35, 260–267. [Google Scholar] [CrossRef]
- Nguyen, T.N.; Lobo, A.; Nguyen, B.K. Young consumers’ green purchase behaviour in an emerging market. J. Strateg. Mark. 2017, 26, 583–600. [Google Scholar] [CrossRef]
- Pham, T.H.; Nguyen, T.N.; Phan TT, H.; Nguyen, N.T. Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy. J. Strateg. Mark. 2019, 27, 540–556. [Google Scholar] [CrossRef]
- Deshpande, S.; Basil, M.D.; Basil, D.Z. Factors Influencing Healthy Eating Habits Among College Students: An Application of the Health Belief Model. Health Mark. Q. 2009, 26, 145–164. [Google Scholar] [CrossRef] [PubMed]
- House, J.; Su, J.; Levy-Milne, R. Definitions of healthy eating among university students. Can. J. Diet. Pract. Res. 2006, 67, 14–18. [Google Scholar] [CrossRef] [PubMed]
- Horacek, T.M.; Betts, N.M. Students cluster into 4 groups according to the factors influencing their dietary intake. J. Acad. Nutr. Diet. 1998, 98, 1464. [Google Scholar] [CrossRef]
- Brunner, T.A.; van der Horst, K.; Siegrist, M. Convenience food products, Drivers for consumption. Appetite 2010, 55, 498–506. [Google Scholar] [CrossRef]
- Sugawara, E.; Nikaido, H. Properties of AdeABC and AdeIJK efflux systems of Acinetobacter baumannii compared with those of the AcrAB-TolC system of Escherichia coli. Antimicrob. Agents Chemother. 2014, 58, 7250–7257. [Google Scholar] [CrossRef]
- Ringle, C.M.; Wende, S.; Becker, J.-M. SmartPLS 3. SmartPLS GmbH, Boenningstedt. Ournal Serv. Sci. Manag. 2015, 10, 32–49. [Google Scholar]
- Hair, J.F.; Ringle, C.M.; Sarstedt, M. PLS-SEM: Indeed a silver bullet. J. Mark. Theory Pract. 2011, 19, 139–152. [Google Scholar] [CrossRef]
- Hair, J.F.; Sarstedt, M.; Ringle, C.M.; Gudergan, S.P. Advanced issues in partial least squares structural equation modeling (PLS-SEM). In Handbook of Market Research; Springer International Publishing: Cham, Switzerland, 2021; Volume 4, Available online: https://books.google.com/books/about/Advanced_Issues_in_Partial_Least_Squares.html?id=5wmXDgAAQBAJ (accessed on 11 June 2023).
- Burt, C. The assessment of personality. J. Ment. Sci. 1954, 100, 1–28. [Google Scholar] [CrossRef]
- Leguina, A. A primer on partial least squares structural equation modeling (PLS-SEM). Int. J. Res. Method Educ. 2015, 38, 220–221. [Google Scholar] [CrossRef]
- McDonald, R.P.; Ho, M.-H.R. Principles and practice in reporting structural equation analyses. Psychol. Methods 2002, 7, 64–82. [Google Scholar] [CrossRef]
- Henseler, J. Partial least squares path modeling: Quo vadis? Qual. Quant. 2018, 52, 1–8. [Google Scholar] [CrossRef]
- Hu, L.T.; Bentler, P.M. Fit Indices in Covariance Structure Modeling: Sensitivity to Underparameterized Model Misspecification. Psychol. Methods 1998, 3, 424–453. [Google Scholar] [CrossRef]
- Annunziata, A.; Vecchio, R. Consumer perception of functional foods: A conjoint analysis with probiotics. Food Qual. Prefer. 2013, 28, 348–355. [Google Scholar] [CrossRef]
- Ares, G.; Gámbaro, A. Influence of gender, age and motives underlying food choice on perceived healthiness and willingness to try functional foods. Appetite 2007, 49, 148–158. [Google Scholar] [CrossRef]
- Saher, M.; Lindeman, M.; Hursti UK, K. Attitudes towards genetically modified and organic foods. Appetite 2006, 46, 324–331. [Google Scholar] [CrossRef]
- Mohammad, M.; Szigeti, O. Relationship between attitude and online purchase intention of dairy functional foods in Hungary: An extended TAM approach. Eur. Res. Stud. J. 2023, XXVI, 545–559. [Google Scholar] [CrossRef]
- Siró, I.; Kápolna, E.; Kápolna, B.; Lugasi, A. Functional food, Product development, marketing and consumer acceptance—A review. Appetite 2008, 51, 456–467. [Google Scholar] [CrossRef]
- Poppe, C.; Kjærnes, U. Trust in Food in Europe. A Comparative Analysis. Professional Report No.5. Available online: https://oda.oslomet.no/oda-xmlui/handle/11250/3033117 (accessed on 11 June 2023).
- Bech-larsen, T.; Grunert, K.G. Can Health Benefits Break down Nordic Consumers’ Rejection of Genetically Modified Foods? A Conjoint Study of Danish, Norwegian, Swedish and Finnish Consumers Preferences for Hard Cheese, January 2000, 78–82. Available online: https://pure.au.dk/portal/en/publications/can-health-benefits-break-down-nordic-consumers-rejection-of-gene (accessed on 11 June 2023).
- Mohammad, M. Health Awareness Toward Dairy Functional Foods in Hungary. Reg. Bus. Stud. 2021, 13, 1–10. [Google Scholar] [CrossRef]
- Rozin, P.; Spranca, M.; Krieger, Z.; Neuhaus, R.; Surillo, D.; Swerdlin, A.; Wood, K. Preference for natural: Instrumental and ideational/moral motivations, and the contrast between foods and medicines. Appetite 2004, 43, 147–154. [Google Scholar] [CrossRef]
- Szakály, Z.; Kiss, M.; Jasák, H. Functional foods, consumer attitudes and personalized nutrition. Hung. J. Nutr. Mark. 2014, 1, 3–17. [Google Scholar]
- Mohammad, M. The Impact of Socio-Demographic Profile and Product Identity on Functional Food Acceptance: A Review. Int. J. Appl. Res. Bus. Manag. 2022, 3, 48–65. [Google Scholar] [CrossRef]
- Baker, M.T.; Lu, P.; Parrella, J.A.; Leggette, H.R. Consumer Acceptance toward Functional Foods: A Scoping Review. Int. J. Environ. Res. Public Health 2022, 19, 1217. [Google Scholar] [CrossRef] [PubMed]
Gender | % | Total 313 |
---|---|---|
Female | 58.8 | 184 |
Male | 41.2 | 129 |
Do you frequently consume DFFs? | ||
Yes | 82.4 | 258 |
No | 17.6 | 55 |
Age | ||
18–25 | 51.1 | 160 |
26–30 | 21.7 | 68 |
31–40 | 14.1 | 44 |
41–50 | 8.3 | 26 |
>51 | 4.8 | 15 |
Education level | ||
Maximum 8 in general | 0.6 | 2 |
Vocational school/apprenticeship | 1.3 | 4 |
Vocational High School/Gymnasium | 38.0 | 119 |
College/University | 53.0 | 166 |
PhD degree | 7.0 | 22 |
How do you perceive your relative income? | ||
We have regular livelihood problems | 1.0 | 3 |
Sometimes it’s not even enough to make a living | 1.6 | 5 |
Just enough to live on, but we can no longer save | 18.2 | 57 |
Enough to live, and we save from it | 56.9 | 178 |
We make a very good living and we can save it | 22.4 | 70 |
Where do you live? | ||
Village | 21.1 | 66 |
City | 49.5 | 155 |
Capital | 29.4 | 92 |
Items | Factor Loadings | Sources |
---|---|---|
Attitude toward DFFs: Cronbach’s alpha: 0.88, AVE: 0.68, CR: 0.88 | ||
DFFs help to improve my mood | 0.78 | [24] |
My performance improves when I eat DFFs | 0.86 | |
I can prevent disease by eating DFFs regularly | 0.85 | |
DFFs can repair the damage caused by an unhealthy diet | 0.80 | |
DFFs promote my well-being | 0.83 | |
Willingness to consume DFFs: Cronbach’s alpha: 0.86, AVE: 0.65, CR: 0.86 | ||
Lactose-free dairy products | 0.64 | [24] |
Low-fat dairy products | 0.68 | |
Probiotic yoghurts | * | |
Milk fortified with calcium | 0.90 | |
Enriched Milk with Omega3 EPA and DHA | 0.90 | |
Milk fortified with folic acid | 0.88 | |
Motivators: Cronbach’s alpha: 0.83, AVE: 0.67, CR: 0.82 | ||
I may live longer | 0.80 | [17] |
I want to be healthy | 0.87 | |
I want to manage my weight | 0.83 | |
Barriers: Cronbach’s alpha: 0.81, AVE: 0.68, CR: 0.80 | ||
I am not motivated | 0.97 | [17] |
I do not have someone to encourage or help me | 0.80 | |
I have too many other things to do | 0.67 | |
I am unable to afford healthy foods | * |
ATT | BAR | MOT | WCF | |
---|---|---|---|---|
ATT | 0.824 | |||
BAR | −0.172 | 0.825 | ||
MOT | 0.496 | −0.065 | 0.816 | |
WCF | 0.531 | −0.111 | 0.250 | 0.807 |
Hypothesis | Path Coefficients | T Statistics | p Values | |
---|---|---|---|---|
H1 | ATT → WCF | 0.536 | 9.934 | 0.000 |
H2 | MOT → ATT | 0.487 | 10.123 | 0.000 |
H3 | BAR → ATT | −0.140 | 2.304 | 0.021 |
H4 | MOT → WCF | −0.017 | 0.296 | 0.767 |
H5 | BAR → WCF | −0.020 | 0.351 | 0.725 |
H4a | MOT → ATT → WCF | 0.261 | 7.001 | 0.000 |
H5a | BAR → ATT → WCF | −0.075 | 2.230 | 0.026 |
H1. Attitudes towards DFFs influence the willingness to consume DFFs. | Accepted |
H2. Motivators positively influence the Attitudes toward DFFs. | Accepted |
H3. Barriers negatively influence the Attitudes toward DFFs. | Accepted |
H4. Motivators positively influence the willingness to consume DFFs. | Rejected |
H5. Barriers negatively influence the willingness to consume DFFs. | Rejected |
H4a. Motivators positively influence the willingness to consume DFFs through attitude as a mediator. | Accepted |
H5a. Barriers negatively influence the willingness to consume DFFs through attitude as a mediator. | Accepted |
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content. |
© 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Mohammad, M.; Malgwi, I.H.; Schiavon, S.; Szigeti, O. The Effect of Motivators and Barriers on Attitudes and Willingness to Consume Dairy Functional Foods in Hungary. Foods 2024, 13, 3364. https://doi.org/10.3390/foods13213364
Mohammad M, Malgwi IH, Schiavon S, Szigeti O. The Effect of Motivators and Barriers on Attitudes and Willingness to Consume Dairy Functional Foods in Hungary. Foods. 2024; 13(21):3364. https://doi.org/10.3390/foods13213364
Chicago/Turabian StyleMohammad, Mohammad, Isaac Hyeladi Malgwi, Stefano Schiavon, and Orsolya Szigeti. 2024. "The Effect of Motivators and Barriers on Attitudes and Willingness to Consume Dairy Functional Foods in Hungary" Foods 13, no. 21: 3364. https://doi.org/10.3390/foods13213364