Factors influencing consumer purchase behaviour when buying superfoods

  • Željka Pećanin
  • prof. dr. Tina Vukasović DOBA Business School, Prešernova ulica 1, Maribor, Slovenia
Keywords: superfood, consumer behaviour, consumer purchase decisions, buying factors

Abstract

The article provides up-to-date information on consumers’ attitudes towards superfoods. The study analyzed consumers’ behaviours and researched their awareness when deciding to buy superfoods. We explored mutual correlations between selected purchasing factors and their impact on consumer purchase decisions when buying superfoods in Slovenia. We conducted quantitative research, a survey with an online questionnaire (by snowball principle), which has shown that two most important buying factors related to superfoods are consumers’ care for their health and nutritional properties of superfoods, because consumers believe they have a positive effect on health. Our research also indicated that superfoods consumers typically consider imported superfoods to be of better quality than indigenous ones, thus, they are willing to pay a 10-20% higher price for the imported superfoods.

References

Ares, G., Gámbaro, A., 2007. Influence of gender, age and motives underlying food choice on perceived healthiness and willingness to try functional foods. Appetite 49, 148–158. https://doi.org/10.1016/j.appet.2007.01.006

Cerjak, M., Tomić, M., 2015. Buying Motives and Trust of Young Consumers for Functional Fermented Dairy Products: Evidence From Croatian Students. Journal of International Food & Agribusiness Marketing 27, 177–187. https://doi.org/10.1080/08974438.2014.918919

Cornil, Y., Chandon, P., 2016. Pleasure as an ally of healthy eating? Contrasting visceral and Epicurean eating pleasure and their association with portion size preferences and wellbeing. Appetite, Special Issue: How can food pleasure drive healthy eating habits? 104, 52–59. https://doi.org/10.1016/j.appet.2015.08.045

Dean, M., Lampila, P., Shepherd, R., Arvola, A., Saba, A., Vassallo, M., Claupein, E., Winkelmann, M., Lähteenmäki, L., 2012. Perceived relevance and foods with health-related claims. Food Quality and Preference 24, 129–135. https://doi.org/10.1016/j.foodqual.2011.10.006

Delley, M., Brunner, T.A., 2019. Breakfast eating patterns and drivers of a healthy breakfast composition. Appetite 137, 90–98. https://doi.org/10.1016/j.appet.2019.02.006

Ekesa, B.N., 2017. Selected Superfoods and Their Derived Superdiets, Superfood and Functional Food - The Development of Superfoods and Their Roles as Medicine. IntechOpen. https://doi.org/10.5772/67239

Ferligoj, A., Leskosek, K., Kogovsek, T., 1995. Zanesljivost in veljavnost merjenja. Fakulteta za druzbene vede, Ljubljana.

Franco Lucas, B., Costa, J.A.V., Brunner, T.A., 2021. Superfoods: Drivers for Consumption. Journal of Food Products Marketing 27, 1–9. https://doi.org/10.1080/10454446.2020.1869133

Franz, A., Nowak, B., 2010. Functional food consumption in Germany: A lifestyle segmentation study (Working Paper No. 1003). Diskussionsbeitrag.

Grunert, K.G., Lähteenmäki, L., Boztug, Y., Martinsdóttir, E., Ueland, Ø., Åström, A., Lampila, P., 2009. Perception of Health Claims Among Nordic Consumers. J Consum Policy 32, 269–287. https://doi.org/10.1007/s10603-009-9110-0

Karelakis, C., Zevgitis, P., Galanopoulos, K., Mattas, K., 2020. Consumer Trends and Attitudes to Functional Foods. Journal of International Food & Agribusiness Marketing 32, 266–294. https://doi.org/10.1080/08974438.2019.1599760

Krutulyte, R., Grunert, K.G., Scholderer, J., Lähteenmäki, L., Hagemann, K.S., Elgaard, P., Nielsen, B., Graverholt, J.P., 2011. Perceived fit of different combinations of carriers and functional ingredients and its effect on purchase intention. Food Quality and Preference 22, 11–16. https://doi.org/10.1016/j.foodqual.2010.06.001

Lalor, F., Madden, C., Mckenzie, K., Wall, P.G., 2011. Health claims on foodstuffs: a focus group study of consumer attitudes. Journal of Functional Foods, Netherlands 56–59.

Liu, H., Meng-Lewis, Y., Ibrahim, F., Zhu, X., 2021. Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective. Journal of Business Research 137, 69–88. https://doi.org/10.1016/j.jbusres.2021.08.018

Lunn, J., 2006a. FACTS BEHIND THE HEADLINES Superfoods. https://doi.org/10.1111/j.1467-3010.2006.00578.x

Lunn, J., 2006b. Facts behind the headlines Superfoods. https://doi.org/10.1111/j.1467-3010.2006.00578.x

MacGregor, C., Petersen, A., Parker, C., 2018. Promoting a healthier, younger you: The media marketing of anti-ageing superfoods. Journal of Consumer Culture 21, 164–179. https://doi.org/10.1177/1469540518773825

Markovina, J., Čačić, J., Gajdoš Kljusurić, J., Kovačić, D., 2011. Young consumers’ perception of functional foods in Croatia. British Food Journal 113, 7–16. https://doi.org/10.1108/00070701111097303

Medina, M.B., 2011. Determination of the total phenolics in juices and superfruits by a novel chemical method. Journal of Functional Foods 3, 79–87. https://doi.org/10.1016/j.jff.2011.02.007

Menezes, E., Deliza, R., Chan, H.L., Guinard, J.-X., 2011. Preferences and attitudes towards açaí-based products among North American consumers. Food Research International, Exotic Fruits: their Composition, Nutraceutical and Agroindustrial Potential 44, 1997–2008. https://doi.org/10.1016/j.foodres.2011.02.048

Meyerding, S.G.H., Kürzdörfer, A., Gassler, B., 2018. Consumer Preferences for Superfood Ingredients—the Case of Bread in Germany. Sustainability 10, 4667. https://doi.org/10.3390/su10124667

Mintel Group Ltd., 2016. Super growth for “super” foods: New product development shoots up 202% globally over the past five years.

Mirosa, M., Mangan-Walker, E., 2018. Young Chinese and Functional Foods for Mobility Health: Perceptions of Importance, Trust, and Willingness to Purchase and Pay a Premium. Journal of Food Products Marketing 24, 216–234. https://doi.org/10.1080/10454446.2017.1266555

Moons, I., Barbarossa, C., De Pelsmacker, P., 2018. The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments. Ecological Economics 151, 151–161. https://doi.org/10.1016/j.ecolecon.2018.05.012

Mortimer, G.S., Weeks, C.S., 2011. Grocery product pricing and Australian supermarket consumers: gender differences in perceived importance levels. The International Review of Retail, Distribution and Consumer Research 21, 361–373. https://doi.org/10.1080/09593969.2011.596553

Oude Groeniger, J., van Lenthe, F.J., Beenackers, M.A., Kamphuis, C.B.M., 2017. Does social distinction contribute to socioeconomic inequalities in diet: the case of ‘superfoods’ consumption. International Journal of Behavioral Nutrition and Physical Activity 14, 40. https://doi.org/10.1186/s12966-017-0495-x

Owusu, V., Anifori, M.O., 2013. Consumer Willingness to Pay a Premium for Organic Fruit and Vegetable in Ghana 20.

Plasek, B., Lakner, Z., Temesi, Á., 2020. Factors that Influence the Perceived Healthiness of Food—Review. Nutrients 12. https://doi.org/10.3390/nu12061881

Plasek, B., Temesi, Á., 2019. The credibility of the effects of functional food products and consumers’ willingness to purchase/willingness to pay– review. Appetite 143, 104398. https://doi.org/10.1016/j.appet.2019.104398

Rozin, P., 2005. The Meaning of Food in Our Lives: A Cross-Cultural Perspective on Eating and Well-Being. Journal of Nutrition Education and Behavior 37, S107–S112. https://doi.org/10.1016/S1499-4046(06)60209-1

Schnettler, B., Miranda, H., Lobos, G., Sepulveda, J., Orellana, L., Mora, M., Grunert, K., 2015. Willingness to purchase functional foods according to their benefits: Consumer profiles in Southern Chile. British Food Journal 117, 1453–1473. https://doi.org/10.1108/BFJ-07-2014-0273

Siegrist, M., Shi, J., Giusto, A., Hartmann, C., 2015. Worlds apart. Consumer acceptance of functional foods and beverages in Germany and China. Appetite 92, 87–93. https://doi.org/10.1016/j.appet.2015.05.017

Sikka, T., 2017. Contemporary Superfood Cults: Nutritionism, Neoliberalism, and Gender, in: Food Cults: How Fads, Dogma, and Doctrine Influence Diet. Rowman & Littlefield, Maryland, pp. 87–108.

Starrenburg, C., 2015. Does the superfood label influence consumers’ product perceptions and willingness to pay? Wageningen University & Research 30.

Steinhauser, J., Janssen, M., Hamm, U., 2019. Who Buys Products with Nutrition and Health Claims? A Purchase Simulation with Eye Tracking on the Influence of Consumers’ Nutrition Knowledge and Health Motivation. Nutrients 11, 2199. https://doi.org/10.3390/nu11092199

Szakály, Z., Szente, V., Kövér, G., Polereczki, Z., Szigeti, O., 2012. The influence of lifestyle on health behavior and preference for functional foods. Appetite 58, 406–413. https://doi.org/10.1016/j.appet.2011.11.003

Tacer-Caba, Z., 2019. The concept of superfoods in diet, in: Galanakis, C.M. (Ed.), The Role of Alternative and Innovative Food Ingredients and Products in Consumer Wellness. Academic Press, pp. 73–101. https://doi.org/10.1016/B978-0-12-816453-2.00003-6

Thomé, K.M., Cappellesso, G., Pinho, G.M., 2020. Food consumption values and the influence of physical activity. British Food Journal 123, 943–957. https://doi.org/10.1108/BFJ-05-2020-0432

Tomić, M., Cerjak, M., Rupčić, I., 2014. Functional Foods and the Young. Journal of Food Products Marketing 20, 441–451. https://doi.org/10.1080/10454446.2013.838535

Uradni list Evropske unije, 2006. UREDBA (ES) št. 1924/2006, Uradni list Evropske unije.

Van Kleef, E., Van Trijp, H.C.M., Luning, P., 2005. Functional foods: Health claim-food product compatibility and the impact of health claim framing on consumer evaluation. Appetite 44, 299–308. https://doi.org/10.1016/j.appet.2005.01.009

van Trijp, H.C.M., van der Lans, I.A., 2007. Consumer perceptions of nutrition and health claims. Appetite 48, 305–324. https://doi.org/10.1016/j.appet.2006.09.011

Vecchio, R., Van Loo, E.J., Annunziata, A., 2016. Consumers’ willingness to pay for conventional, organic and functional yogurt: evidence from experimental auctions. International Journal of Consumer Studies 40, 368–378. https://doi.org/10.1111/ijcs.12264

Vicentini, A., Liberatore, L., Mastrocola, D., 2016. Functional Foods: Trends and Development of the Global Market. Ital. J. Food Sci. 28, 338–351.

Wansink, B., Sobal, J., 2007. Mindless Eating: The 200 Daily Food Decisions We Overlook. Environment and Behavior. https://doi.org/10.1177/0013916506295573

Published
2022-06-30
How to Cite
Pećanin, Željka, & Vukasović, T. (2022). Factors influencing consumer purchase behaviour when buying superfoods. Mednarodno Inovativno Poslovanje = Journal of Innovative Business and Management, 14(1). https://doi.org/10.32015/JIBM.2022.14.1.4
Section
Original article