Understanding variations in the consumption of functional foods – evidence from Croatia
Abstract
Purpose
Drawing on a representative survey, this paper aims to identify the determinants of functional food consumption in Croatia. The objective is to introduce and test a conceptual model that four sets of factors (food choice motivations, demographic and socio-economic characteristics, knowledge of functional food and health status) underpin variations in functional food consumption.
Design/methodology/approach
Data were collected via face-to-face interviews conducted in respondents' homes. Consumption of functional foods is modelled as a bootstrapped ordered probit model.
Findings
Results confirm the significant influence of all four sets of factors for explaining variations in functional food consumption. Heavier users of functional food are those that place a greater weighting on health and convenience in food choice. In contrast, the salience of familiarity in food choice is negatively related with functional food consumption. Females and those with higher levels of educational attainment are heavier consumers of functional food. While perceived health status appears not to have any significant relationship with functional food consumption, there is a link with body mass index. Functional foods appeal most to those concerned about their health and desire convenient, “quick fixes”. Such “quick fixes” may however be employed at the expense of more fundamental adjustments to diet and fitness, which may provide the basis for superior overall disease prevention/health promotion.
Originality/value
The study represents one of the first assessments of functional food consumption in Central and Eastern Europe, introducing and testing a comprehensive conceptual model.
Keywords
Acknowledgements
This article results from the FP7-research program FOCUS-BALKANS, GA 212579, co-ordinated by Dr Dominique Barjolle. The financing of this work by the European Commission is gratefully acknowledged. The methodology group of the project, which was composed of Martine Zaouche-Laniau, Karin Zimmermann, Georges Giraud and Burkhard Schaer is also gratefully acknowledged for their contribution to the elaboration of the whole questionnaire. The authors are grateful to Prof. Marija Cerjak for helpful comments on an earlier draft and the advice of Professor Žaklina Stojanović.
Citation
Brečić, R., Gorton, M. and Barjolle, D. (2014), "Understanding variations in the consumption of functional foods – evidence from Croatia", British Food Journal, Vol. 116 No. 4, pp. 662-675. https://doi.org/10.1108/BFJ-05-2012-0133
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited