Why buying functional foods? Understanding spending behaviour through structural equation modelling

The market for functional foods has been growing steadily in recent years, as it is linked to a healthier diet and adds value to food products. However, more information regarding aspects that influence functional food (FF) spending behaviour is needed to gain a better understanding of what underlies FF choice and avoid product failure. The objective of this study was to build a structural equation model of Spaniards' FF spending behaviour, based on individual characteristics such as satisfaction with life, decision-making styles, gender, age and some attitudes towards food choice. This required prior validation of the functional food questionnaire for a Spanish context, which was another objective of the present work. The findings suggest that a positive attitude (reward, necessity, confidence) and novelty are good predictors of FF spending.

► Healthiness and natural content are motives for consuming functional foods. ► Positive attitudes towards FF influence FF spending behaviour. ► Women show more interest in FF.