The identification of expected functional food quality: female consumers' perspective

PurposeThis study aimed to identify the quality consumers expect from functional food. This study investigated the quality dimensions and indicators female consumers expect in functional food.Design/methodology/approachThis study used a quantitative approach. Data were collected through a survey using a self-administered questionnaire from 149 women aged 17 years and over in the Greater Jakarta area. Data analysis consists of three stages: exploratory factor analysis (EFA), confirmatory factor analysis-structural equation modeling (CFA-SEM) and consumer expectation value analysis. Statistical Package for the Social Sciences (SPSS) and Lisrel software were used to assist the analysis.FindingsThe analysis results showed that women expect functional food products to fulfill the aspects of product presentation, product assurance, convenience, health benefits and safety and sensory characteristics. These five aspects are referred to as the expected quality dimensions. Twenty-one indicators can be used to measure the quality of functional food expected by women.Research limitations/implicationsOther researchers can use this study to understand functional food female consumers' behavior. Furthermore, functional food companies can utilize it to measure consumers' expectations of their products' quality and performance.Originality/valueThis research is believed to be the first study to identify the dimensions of functional food quality expected by female consumers. Most existing research on the perceived quality of functional food measures functional food quality based on performance and ignored the differences in expectations between men and women.