{"title":"Superfoods: Drivers for Consumption","authors":"Bárbara Franco Lucas, Jorge Costa, T. Brunner","doi":"10.1080/10454446.2020.1869133","DOIUrl":null,"url":null,"abstract":"ABSTRACT The goal of this study was to identify the drivers for the consumption of superfoods. A comprehensive (paper-and-pencil) survey was mailed to German- and French-speaking Swiss residents, yielding a final sample size of N = 442. A multiple regression, using the backward elimination method, was applied to verify the influence of 18 predictors, including behavioral patterns and socio-demographics, on superfoods consumption. The results indicate that consumers interested in superfoods believe in their health benefits; these consumers also showed high nutritional knowledge. Furthermore, they are creative while cooking and consume meals that result in positive emotions and a relaxed mood. They accept new food technologies and are not concerned about eating non-traditional or not-easily-accessible meals. Superfood consumers are also characterized by their interest in organic and natural ingredients. The findings contribute to the existing literature by expanding the knowledge about the drivers of superfood consumption and help marketers setting strategies.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1869133","citationCount":"21","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Food Products Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10454446.2020.1869133","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 21
Abstract
ABSTRACT The goal of this study was to identify the drivers for the consumption of superfoods. A comprehensive (paper-and-pencil) survey was mailed to German- and French-speaking Swiss residents, yielding a final sample size of N = 442. A multiple regression, using the backward elimination method, was applied to verify the influence of 18 predictors, including behavioral patterns and socio-demographics, on superfoods consumption. The results indicate that consumers interested in superfoods believe in their health benefits; these consumers also showed high nutritional knowledge. Furthermore, they are creative while cooking and consume meals that result in positive emotions and a relaxed mood. They accept new food technologies and are not concerned about eating non-traditional or not-easily-accessible meals. Superfood consumers are also characterized by their interest in organic and natural ingredients. The findings contribute to the existing literature by expanding the knowledge about the drivers of superfood consumption and help marketers setting strategies.
期刊介绍：
From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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