The joint moderating effect of health consciousness and healthy lifestyle on consumers' willingness to use functional foods in Taiwan

Department of Business Management, Tatung University, Taipei, Taiwan.
Appetite (Impact Factor: 2.52). 08/2011; 57(1):253-62. DOI: 10.1016/j.appet.2011.05.305
Source: PubMed

ABSTRACT Functional foods marketed as promoting health or reducing the risk of disease open a promising avenue for consumers to pursue a healthier life. Despite the stable growth in functional foods in Taiwan, at present little is known about whether or not consumers with varying degrees of health consciousness and different healthy lifestyles will have dissimilar attitudes toward functional foods and will vary in their willingness to use them. Regression analysis of this empirical study verifies that consumers' attitudes toward functional foods do have an impact on their willingness to use such foods. Moreover, moderated regression analysis (MRA) reveals that the joint moderator of health consciousness and healthy lifestyle indeed exerts an impact on consumers' willingness to consume functional foods. Finally, one-way ANOVA tests show that there are some differences between the consumers of the "Healthy Life Attentive" group and those of the "Healthy Life Inattentive" one both in attitudes toward and in willingness to consume functional foods. The empirical results and findings from this study would be valuable for the marketers in the functional food industry to formulate marketing communication strategies and facilitate this industry's development.

  • [Show abstract] [Hide abstract]
    ABSTRACT: Purpose – The desire for health and well-being is a strong driver in the food market. Scientific publications show that health is an important motive for both functional and organic food consumption. The aim of this study is to investigate whether functional and organic food consumers have the same understanding of health, and which health and well-being improving lifestyles are characteristic for them. Based on this, the authors identify dimensions for a wellness-orientated lifestyle model. Design/methodology/approach – In order to measure the different well-being and health lifestyles, AIO dimensions were adapted to theoretical wellness concepts. The results of the conducted factor and multiple OLS regression analyses are based on the data of an online survey of 500 German consumers. Findings – Consumers of functional food have a similar concept of health and well-being to organic consumers, but differ in certain aspects in their way of achieving this. The purchase of organic and functional food is driven by different lifestyles. Overall, the results confirm the link between organic food and an active lifestyle, as well as functional food and a passive lifestyle. Practical implications – The paper contributes to the discussion of health in marketing and especially in the food industry. The results reveal which kinds of lifestyle food marketing should be considered in a target group specific product communication and positioning. Originality/value – This study contributes to the understanding of consumer behaviour, especially in the organic and functional food segment. It highlights the importance of health for both food types and also important differences in the understanding of wellness. Moreover, the results reveal first dimensions for a wellness-orientated lifestyle approach – especially for the food market.
    British Food Journal 02/2014; 116(3). DOI:10.1108/BFJ-03-2012-0073 · 0.65 Impact Factor
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: This study aimed to identify the variables influencing satisfaction with life in people from different socioeconomic groups in southern Chile. To do this, a questionnaire was applied to a sample of 316 residents in the main cities of the southern side of the country, distributed proportionally by municipality. The questionnaire included the Satisfaction with Life Scale (SWLS), Satisfaction with Food-related Life (SWFL), the Health-Related Quality of Life Index (HRQOL), the Self-Discrepancy Scale, and questions on demographic characteristics of those surveyed. The highest proportion of people extremely satisfied with their life and food-related life was found in the highest socioeconomic group. Four multinomial logit models were considered, in which the dependent variable was satisfaction with life. This analysis comprised the total sample and three sub-samples: high and upper-middle class, middle-middle class, and lower-middle, low and very-low classes considered jointly. The four models were significant, but differed in the explanatory variables that were significant. Regardless of socioeconomic status, individuals who experienced high satisfaction with their food-related life were more likely to report high life satisfaction. Other variables related to satisfaction with life were health, family, discrepancy with the ideal self, age and ownership of certain goods in the home.
  • Source