Consumers’ attitudes and intentions toward functional beverages: a lesson for producers and retailers

IF 1.5 Q3 MANAGEMENT
Aleksandra Kowalska, Krzysztof Leoniak, Bartosz Grzegorz Sołowiej
{"title":"Consumers’ attitudes and intentions toward functional beverages: a lesson for producers and retailers","authors":"Aleksandra Kowalska, Krzysztof Leoniak, Bartosz Grzegorz Sołowiej","doi":"10.1007/s40622-024-00395-y","DOIUrl":null,"url":null,"abstract":"<p>Functional foods and drinks benefit human health beyond adequate nutritional effects. The rising popularity of functional beverages (FBs) is associated, among others, with their convenience and capacity to meet consumer needs. This research study aimed to explore the predictors of consumers’ intentions toward functional beverages FBs and develop guidelines for how producers and retailers could develop adequate strategies regarding the products. The online questionnaire survey examined consumers’ willingness to purchase (WTP) FBs in three categories: (i) yogurts, kefirs; (ii) isotonic, hypertonic, and hypotonic drinks; (iii) smoothie drinks, and fruit/vegetable cocktails. The questionnaire considered consumers’ values, attitudes, and intentions toward FBs. A four-stage hierarchical multiple regression was undertaken. Predictors of WTP products from the selected groups differed. Women were more willing to buy fruit and vegetable-based FBs than men. Reward from using functional foods was the strongest predictor of consumers’ WTP dairy FBs and sports drinks. We suggest conducting an experimental study in the future, which should allow us to best determine cause-and-effect relationships between values and attitudes and WTP FBs. Food habits are essential determinants of consumer intentions toward FBs; hence, we suggest promoting healthy nutrition habits within public–private partnerships. Retailers that offer health foods and employ societal retailing may disclose this information in sustainability reporting. The originality of this study resides in designing a model for assessing consumers’ attitudes and intentions toward FBs belonging to three selected categories. Previous studies were usually focused on the functional food market in Asian countries. We examined consumers’ WTP FBs in a European country.</p>","PeriodicalId":43923,"journal":{"name":"Decision","volume":"12 1","pages":""},"PeriodicalIF":1.5000,"publicationDate":"2024-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Decision","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1007/s40622-024-00395-y","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0

Abstract

Functional foods and drinks benefit human health beyond adequate nutritional effects. The rising popularity of functional beverages (FBs) is associated, among others, with their convenience and capacity to meet consumer needs. This research study aimed to explore the predictors of consumers’ intentions toward functional beverages FBs and develop guidelines for how producers and retailers could develop adequate strategies regarding the products. The online questionnaire survey examined consumers’ willingness to purchase (WTP) FBs in three categories: (i) yogurts, kefirs; (ii) isotonic, hypertonic, and hypotonic drinks; (iii) smoothie drinks, and fruit/vegetable cocktails. The questionnaire considered consumers’ values, attitudes, and intentions toward FBs. A four-stage hierarchical multiple regression was undertaken. Predictors of WTP products from the selected groups differed. Women were more willing to buy fruit and vegetable-based FBs than men. Reward from using functional foods was the strongest predictor of consumers’ WTP dairy FBs and sports drinks. We suggest conducting an experimental study in the future, which should allow us to best determine cause-and-effect relationships between values and attitudes and WTP FBs. Food habits are essential determinants of consumer intentions toward FBs; hence, we suggest promoting healthy nutrition habits within public–private partnerships. Retailers that offer health foods and employ societal retailing may disclose this information in sustainability reporting. The originality of this study resides in designing a model for assessing consumers’ attitudes and intentions toward FBs belonging to three selected categories. Previous studies were usually focused on the functional food market in Asian countries. We examined consumers’ WTP FBs in a European country.

Abstract Image

消费者对功能饮料的态度和意向:对生产商和零售商的启示
功能性食品和饮料对人体健康的益处远不止营养作用。功能饮料(FBs)之所以越来越受欢迎,与它们的便利性和满足消费者需求的能力等因素有关。本研究旨在探索消费者对功能饮料的意向预测因素,并为生产商和零售商如何制定适当的产品策略提供指导。在线问卷调查考察了消费者对以下三类功能饮料的购买意愿:(i) 酸奶、酸乳酒;(ii) 等渗、高渗和低渗饮料;(iii) 冰沙饮料和水果/蔬菜鸡尾酒。问卷调查了消费者对果汁饮料的价值观、态度和意向。调查采用了四级分层多元回归法。所选组别产品的 WTP 预测因子各不相同。女性比男性更愿意购买果蔬类功能食品。使用功能性食品所带来的奖励是预测消费者乳制品功能性食品和运动饮料WTP的最有力因素。我们建议在未来开展一项实验研究,以便更好地确定价值观和态度与消费者对功能性食品的购买意愿之间的因果关系。饮食习惯是决定消费者对健康食品意向的重要因素;因此,我们建议在公私合作中推广健康的营养习惯。提供健康食品和采用社会零售的零售商可以在可持续发展报告中披露这方面的信息。本研究的独创性在于设计了一个模型,用于评估消费者对属于三个选定类别的功能性食品的态度和意向。以往的研究通常侧重于亚洲国家的功能食品市场。我们研究了欧洲国家消费者对功能性食品的购买意愿。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
Decision
Decision MANAGEMENT-
CiteScore
2.30
自引率
0.00%
发文量
27
期刊介绍: The aim of the Journal, Decision, is to publish qualitative, quantitative, survey-based, simulation-based research articles at the national and sub-national levels. While there is no stated regional focus of the journal, we are more interested in examining if and how individuals, firms and governments in emerging economies may make decisions differently. Published for the management scholars, business executives and managers, the Journal aims to advance the management research by publishing empirically and theoretically grounded articles in management decision making process. The Editors aim to provide an efficient and high-quality review process to the authors. The Journal accepts submissions in several formats such as original research papers, case studies, review articles and book reviews (book reviews are only by invitation). The Journal welcomes research-based, original and insightful articles on organizational, individual, socio-economic-political, environmental decision making with relevance to theory and practice of business. It also focusses on the managerial decision-making challenges in private, public, private-public partnership and non-profit organizations. The Journal also encourages case studies that provide a rich description of the business or societal contexts in managerial decision-making process including areas – but not limited to – conflict over natural resources, product innovation and copyright laws, legislative or policy change, socio-technical embedding of financial markets, particularly in developing economy, an ethnographic understanding of relations at a workplace, or social network in marketing management, etc. Research topics covered in the Journal include (but not limited to): Finance and Accounting Organizational Theory and Behavior Decision Science Public Policy-Economic Insights Operation Management Innovation and Entrepreneurship Information Technology and Systems Management Optimization and Modelling Supply Chain Management Data Analytics Marketing Management Human Resource Management
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信