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RESEARCH PRODUCT

Consumer attitudes in the election of functional foods

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In recent years, the rise of functional foods has played a key role in healthy habits, due to growing consumer concern about health and the perception that diet directly affects healthiness. The objective of this work is to study how consumer attitudes influence the choice and consumption of functional foods in Spain. For this purpose, a proposed model is adapted to the field of study, integrating different models and theories. These theories have achieved broad support in the literature. With a sample of 333 consumers, we can conclude that consumer attitudes towards functional foods have a direct influence on the willingness to consume them. A healthy lifestyle has no effect on these attitudes, but lifestyle influences the willingness to use functional foods in a negative manner. We can also determine that certain motivators and barriers positively influence the healthy lifestyle. At the same time, the paper tries to analyze the moderating role of gender, and some differences between men and women are found.