Journal of Food Processing & Technology

Cognitive and attitudinal determinants of functional food acceptance in Singapore

9^th Euro-Global Summit & Expo on Food & Beverages

July 11-13, 2016 Cologne, Germany

A I C Wong, A A Tjoa and L P Leong

National University of Singapore, Singapore

Posters & Accepted Abstracts: J Food Process Technol

Abstract:

Consumption of functional foods is one strategy to promote health or reduce the risk of diseases for consumers to have a healthier life. Despite the positive outlook in the functional food market in Singapore, little is known about the cognitive and attitudinal factors which play vital roles in influencing the acceptability and choice of functional food and their willingness to use them. This study investigates the relationship between various attitudes like attitudes towards functional food (ATTFF), general health interest (GHI) and natural product interest (NPI) in relation to consumer�??s willingness to consume functional foods (WILLFF). Primary quantitative data were collected from 462 Singaporean/ Permanent residences with a geographical sampling frame. Regression analysis of this empirical study confirms ATTFF as good predictors of WILLFF. Additionally, ATTFF and NPI were shown to alter the relationship between GHI and WILLFF through mediating and moderating processes, respectively. Consumers with higher GHI may not be willing to consume functional foods as there are other ways to maintain their health. Hence, this result shows the importance of a favorable ATTFF to mediate a health-conscious consumer in order for them to be more willing to consume FF. Additionally, NPI was shown to moderate the relationship between GHI and WILLFF. Lower NPI results in a more positive relationship between GHI and WILLFF. This model provides insight to health communicators to tailor their food related health information to that which resonates with and motivates consumers to consume functional food.

Biography :

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