Influence of Consumer’s Long-term Orientation and Safety Consciousness on Intention to Repurchase Certified Functional Foods

ABSTRACT The functional food industry has been growing because consumers increasingly recognize the nutritional benefits of functional foods. This study investigated the effect of personal psychological characteristics (i.e., long-term orientation [LTO], safety consciousness, and health consciousness) on consumer attitudes and intention to repurchase certified functional foods. We collected 398 valid questionnaires from Taiwanese consumers of certified functional foods. Data were analyzed using structural equation modeling. Results revealed that LTO and safety consciousness positively affect health consciousness, which consequently affects consumers’ attitude toward and repurchase of certified functional foods. In addition, LTO resulted in a more positive attitude toward certified functional foods. These findings aid functional food marketers in their formulation of marketing communication and marketing strategies.