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

Abstract

Purpose

The 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/approach

A 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.

Findings

Customers' 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/value

The 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.

Citation

Salvatore, F.P., Adamashvili, N. and Contò, F. (2022), "Factors affecting consumer purchasing behavior of functional food: a comparative analysis for consumer management", British Food Journal, Vol. 124 No. 5, pp. 1519-1536. https://doi.org/10.1108/BFJ-11-2020-1043