A structural equation model of consumers' intentions to consume functional foods :an application to yoghurt and margarine in the UK

Abstract

Purpose: The aim of the study is to develop a structural equation model of consumer intentions to purchase and consume functional foods. The study is set in the context of the UK and focuses on two different types of products: Yoghurt with Live Cultures and Cholesterol Lowering Margarine. Methodology: The research utilises a quantitative methodology. An Extended Health Belief Model (EHBM) was developed from the Health Belief Model (HBM) to explain consumer intentions to purchase functional foods. The model specifies six antecedent constructs and three control measures. The data were generated from a survey of UK food consumers consisting of sub-samples of 350 for each product group. The analysis utilises a comprehensive approach, where the respondents for each product is split between User Group and Non-User Group for comparison. Findings: The measures of the antecedent constructs have acceptable measurement properties. The EHBM models reveal that five constructs (i.e. Perceived Benefits, Perceived Susceptibility, Perceived Barrier, Self-Identity and Cues to Action) determine Behavioural Intention for User Group of Yoghurt with Live Culture, and three constructs (i.e. Cues to Action, Perceived Benefits and Perceived Barrier) determine Behavioural Intention for NonUser Group of Yoghurt with Live Culture. Meanwhile, for Cholesterol Lowering Margarine models, four constructs (i.e. Perceived Benefits, Cues to Action, Perceived Barrier and SelfIdentity) determine Behavioural Intention for User Group of Cholesterol Lowering Margarine, and one construct (i.e. Cues to Action) determine Behavioural Intention for NonUser Group of Cholesterol Lowering Margarine. The control variables do not have a significant effect on either product in the structural models. Theoretical contribution: The EHBM model extends the original HBM model in the specification of a new endogenous construct of ‘Behavioural Intention’ and the inclusion of a new antecedent construct of ‘Self-Identity’. In addition, new dimensions of measurement models were developed for all EHBM variables which are reliable and valid in dimensions of two different types of functional foods, using the quantitative method adopted.

Managerial insight: The results inform the managers that different types of functional foods product require varying marketing approaches. Furthermore, they provide the opportunity to develop a greater understanding of the use of models for other functional products. In addition, the emphasis on a health context provides clear insight into consumers’ perceptions of functional foods in the market.