Buying Motives and Trust of Young Consumers for Functional Fermented Dairy Products: Evidence from Croatian Students (CROSBI ID 219777)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Cerjak, Marija ; Tomić, Marina
engleski
Buying Motives and Trust of Young Consumers for Functional Fermented Dairy Products: Evidence from Croatian Students
The goal of the present study was to determine consumption of functional fermented dairy products among Croatian students, their buying motives, and trust in functional characteristics of such products. Data were collected by means of an online survey with 300 university students in two major Croatian cities. Even though more than half of the respondents were not familiar with the term “functional food, ” after it was explained, it turned out that the majority consumes functional fermented dairy products. The main reason for choosing such products is prevention of diseases, followed by positive impact of low-fat content on body weight. Respondents moderately trust in health effects and in producers’ labels regarding functional properties of functional fermented dairy products. Heavier consumers of fermented dairy products and those placing high importance on health effects of food they consume have more trust in functional properties of these products. Results of the study could be used as a base for better communication with young consumers regarding functional fermented dairy products.
functional fermented dairy products ; students ; health effects of food
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Podaci o izdanju
27 (3)
2015.
177-187
objavljeno
0897-4438
10.1080/08974438.2014.918919