Babicz-Zielinska Ewa, Jezewska-Zychowicz Maria
Department of Trade and Services, Gdynia Maritime University, Gdynia, Poland
Department of Organization and Consumption Economics, Warsaw University of Life Sciences, Warsaw, Poland
Rocz Panstw Zakl Hig. 2017;68(1):33-41.
The functional foods constitute the important segment of the food market. Among factors that determine the intentions to eat functional foods, the psychological factors play very important roles. Motives, attitudes and personality are key factors. The relationships between socio-demographic characteristics, attitudes and willingness to purchase functional foods were not fully confirmed. Consumers’ beliefs about health benefits from eaten foods seem to be a strong determinant of a choice of functional foods.
The objective of this study was to determine relations between familiarity, attitudes, and beliefs in benefits and risks about functional foods and develop some conceptual models of willingness to eat.
The sample of Polish consumers counted 1002 subjects at age 15+. The foods enriched with vitamins or minerals, and cholesterol-lowering margarine or drinks were considered. The questionnaire focused on familiarity with foods, attitudes, beliefs about benefits and risks of their consumption was constructed. The Pearson’s correlations and linear regression equations were calculated.
The strongest relations appeared between attitudes, high health value and high benefits, (r = 0.722 and 0.712 for enriched foods, and 0.664 and 0.693 for cholesterol-lowering foods), and between high health value and high benefits (0.814 for enriched foods and 0.758 for cholesterol-lowering foods). The conceptual models based on linear regression of relations between attitudes and all other variables, considering or not the familiarity with the foods, were developed.
The positive attitudes and declared consumption are more important for enriched foods. The beliefs on high health value and high benefits play the most important role in the purchase. The interrelations between different variables may be described by new linear regression models, with the beliefs in high benefits, positive attitudes and familiarity being most significant predictors. Health expectations and trust to functional foods are the key factors in their choice.
功能性食品是食品市场的重要组成部分。在决定食用功能性食品意愿的因素中，心理因素起着非常重要的作用。动机、态度和个性是关键因素。社会人口统计学特征、态度与购买功能性食品意愿之间的关系尚未得到充分证实。消费者对所食用食品健康益处的信念似乎是选择功能性食品的一个重要决定因素。
本研究旨在确定对功能性食品的熟悉程度、态度以及对其益处和风险的信念之间的关系，并建立一些食用意愿的概念模型。
波兰消费者样本包括1002名15岁及以上的受试者。研究考虑了富含维生素或矿物质的食品以及降胆固醇人造黄油或饮料。构建了一份关于对食品的熟悉程度、态度、对其消费益处和风险的信念的问卷。计算了皮尔逊相关性和线性回归方程。
态度、高健康价值和高效益之间呈现出最强的相关性（富含营养食品的r值分别为0.722和0.712，降胆固醇食品的r值分别为0.664和0.693），高健康价值和高效益之间也呈现出较强相关性（富含营养食品的r值为0.814，降胆固醇食品的r值为0.758）。基于态度与所有其他变量之间关系的线性回归，考虑或不考虑对食品的熟悉程度，建立了概念模型。
对于富含营养的食品来说，积极的态度和宣称的消费更为重要。对高健康价值和高效益的信念在购买中起着最重要的作用。不同变量之间的相互关系可以用新的线性回归模型来描述，其中对高效益的信念、积极的态度和熟悉程度是最显著的预测因素。对功能性食品的健康期望和信任是选择它们的关键因素。
