Superfoods: Drivers for Consumption

Franco Lucas, Bárbara; Costa, Jorge Alberto Vieira; Brunner, Thomas (2021). Superfoods: Drivers for Consumption Journal of Food Products Marketing, pp. 1-9. Routledge

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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.

Item Type:	Journal Article (Original Article)
Division/Institute:	School of Agricultural, Forest and Food Sciences HAFL School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production > Consumer Behaviour
Name:	Franco Lucas, Bárbara; Costa, Jorge Alberto Vieira and Brunner, Thomas0000-0002-6770-6548
Subjects:	H Social Sciences > H Social Sciences (General)
ISSN:	1045-4446
Publisher:	Routledge
Language:	English
Submitter:	Thomas Brunner
Date Deposited:	20 Jan 2021 10:36
Last Modified:	26 Sep 2021 02:18
Uncontrolled Keywords:	Consumer behavior; consumer research; superfood; regression analyses
ARBOR DOI:	10.24451/arbor.14071
URI:	https://arbor.bfh.ch/id/eprint/14071