Perception of Functional Food Among Croatian Consumers

Nutrition’s significance lies at the very core of human existence - from fostering good health and upholding individual well-being to indulging in the pleasures of food, its importance is undeniable. Reviewing the scientific literature, diverse definitions of functional food try to define its meaning precisely. The food is labeled “functional” when it fulfills basic nutritional needs and positively influences health, diminishing the risk of specific diseases and enhancing overall vitality. Considering that food expenses constitute a substantial portion of household budgets, a significant economic dimension exists when planning an individual’s diet. The assortment of functional foods is constantly evolving, prompting modern consumers to analyze their dietary choices more rigorously than ever before. This surge in interest has evoked the attention of researchers, manufacturers, and consumers. However, a comprehensive analysis of Croatia’s consumer behavior and functional foods must still be available. The present study builds upon the theory of planned behavior, a framework well-fitted for social research and exceptionally skilled at investigating the multiple factors pointing to consumer decisions. Drawing insights from empirical research conducted in Croatia, a robust correlation was established through linear regression between attitudes, subjective norms, concern for personal health, and the intent to purchase functional foods.