Factors affecting consumer purchasing behavior of functional food: a comparative analysis for consumer management

Abstract

PurposeThe main aims are underlining the role of functional foods (FFs) for population wellbeing, investigating the reasons in the self-consciousness of the different countries' populations and exploring what influences in purchasing decisions to address the management of food-producing businesses. This information will make consumer management easier.Design/methodology/approachA two-step methodology was adopted: (1) literature review and (2) online interview. The principal component analysis (PCA) was used to facilitate and reduce the data complexity. Software Stata/SE was used for data analysis in both Italy and Georgia.FindingsCustomers' attitudes, awareness level and decision-making process are clarified through the comparative analysis between Italian and Georgian populations. They have a number of reasons that incentivize their behavior. These reasons may be used by food-producing businesses to evaluate their performance and develop ad hoc strategies for consumer management.Originality/valueThe key elements that determine the FF and motivate the consumer to buy can constitute a foundation for actions related to the development and management of food-producing businesses. Knowing the factors that consumers consider in the process of choosing FFs will help define the strategies that businesses should use for product improvement, better managing the consumer. This study can support the development of education, prevention and promotion of managerial improvements. The innovative mixed methodology applied to the topic is one of the original factors of the study.

The effect of credence attributes on willingness to pay a premium for organic food: A moderated mediation model of attitudes and uncertainty

“…Attitude reflects not only the individual's emotional evaluation of a specific thing but also the individual's behavioral intention. The more positive the individual's attitude toward a particular thing, the more positive the individual's intention to develop that behavior (Clark et al, 2019;Salvatore et al, 2021). A positive attitude is an important prerequisite for organic food consumption (Boobalan et al, 2021;Santos et al, 2021).…”

A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products

“…This indicates that the higher the consumers’ perception of competence trust of online sellers, then the higher the perception of benevolence trust. The pursuit of quality and production capacity of green produce by online sellers implies that they take into account the health and interests of consumers ( Salvatore et al, 2022 ). Therefore, consumers’ trust in the competence of online sellers promotes benevolence trust ( Fu et al, 2022 ).…”

“…At the same time, rapid land use change, especially soil erosion, is an important cause of the decline in the value of social and ecological services in China ( Qi et al, 2014 ; Wang et al, 2022 ). Sellers can motivate their own behaviors and better promote their development as well as adjust their related actions in clarifying consumers’ attitudes, awareness levels, and decision-making processes ( Salvatore et al, 2022 ), so disclosing information on soil-related indicators during the growth of green agricultural products is important. It helps to demonstrate that the online seller is genuinely concerned about the consumer and meets the consumers’ interests, thus enhancing the consumers’ perception of the sellers’ benevolence.…”

“…To achieve sustainable development in the field of agriculture and food business, each stakeholder in the chain plays an important role, and consumers, as an important link, play a key role in participating in these processes ( Galati and Adamashvili, 2023 ). Different national populations are self-aware and are influenced by factors such as sustainability of food production processes, food composition, and labeling in their food consumption purchase decisions ( Salvatore et al, 2022 ). At present, the development of green agricultural products market is still facing many problems, which seriously hinders its sustainable development.…”

Toward acceptance of future foods: the role of trust and perception in consumption intentions of plant-based meat alternatives

“…Innovative foods such as plant protein-based meat and dairy analogues are reported to be one of the pathways to creating healthier and more sustainable food (Salvatore et al. , 2021).…”