Consumers’ Willingness to Buy Novel Functional Food Products

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Abstract
Functional foods are products that have clinically evidenced health benefits for consumers due to one or more of their ingredients. While research indicates that consumers are highly interested in these products and are often willing to pay premium prices to buy them, stories of market failure are frequent for the specific category. Hence, a critical question is what determines consumers’ willingness to purchase functional food products. A hypothesis confirmed by many studies is that health concerns are positively associated with purchasing intentions. Nevertheless, other factors may also positively or negatively affect consumers’ willingness to buy functional foods. Our work examines this contention by focusing on a novel functional food product: yogurt enriched with sea buckthorn. The product, which is developing in the framework of an ongoing project, is expected to combine the health benefits of yogurt with the medicinal properties of sea buckthorn.
Funding Information
  • European Agricultural Fund for Rural Development (EAFRD) (Μ16ΣΥΝ2-00163)
  • Agricultural Development Program (RAP) (Μ16ΣΥΝ2-00163)
  • Partnership Agreement for the Development Framework (PA) (Μ16ΣΥΝ2-00163)
  • Hellenic Ministry of Rural Development and Food (Μ16ΣΥΝ2-00163)

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