超级食品:消费驱动力

Bárbara Franco Lucas, Jorge Costa, T. Brunner
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引用次数: 21

摘要

本研究的目的是确定超级食品消费的驱动因素。一份全面的(纸笔)调查邮寄给说德语和法语的瑞士居民,最终样本量为N = 442。采用反向消去法进行多元回归,验证了包括行为模式和社会人口统计在内的18个预测因素对超级食品消费的影响。研究结果表明,对超级食品感兴趣的消费者相信它们对健康有益;这些消费者也表现出较高的营养知识。此外,他们在烹饪和用餐时也很有创造力,从而产生积极的情绪和放松的心情。他们接受新的食品技术,不关心吃非传统的或不容易获得的食物。超级食品消费者的另一个特点是他们对有机和天然成分感兴趣。这些发现通过扩大对超级食品消费驱动因素的了解,帮助营销人员制定策略,对现有文献做出了贡献。
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Superfoods: Drivers for Consumption
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.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
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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