engleski

Mediterranean food as functional food – perception of Croatian young consumers.

Mediterranean diet abounds with foods that contain bioactive ingredients which have a beneficial effect on human health. Scientific evidence supports the idea that some food has positive effects on human health and well-being defining such food as functional food. Interest in the relationship between diet, health and well-being has grown and this research aimed to analyse young consumers’ perception of food(s) used in Mediterranean diet with functional properties. The sample frame consists of participants from two Croatian regions: one is presenting the continental part (Zagreb) and the other the costal part of the country (Split). The sample size (N=268), was divided to the costal (n1=126) and continental part (n2=142) with the age ranged from 18 to 30. A representative sample was used and data were collected using a self-administrated questionnaire designed to assess opinions and attitudes about consumption of food that is considered as food components of Mediterranean diet with functional properties (olive oil, abundance of grains, vegetables and fruits). Data were analysed using univariate and multivariate statistics showing differences in continental and costal consumers’ perception. The application of multivariate analysis (principal component analysis, PCA) gave an insight into the multidimensionality of the consumer perception of food functionality showing that healthiness is the most important feature for food experienced as functional food. The results have shown uniqueness regarding the observed regions. Participants had significantly different opinion of food functionality. Participants who culturally and habitually use food like olive oil in their daily diet (costal participants) do not consider it as functional food. The perception on important properties of functional food differs depending on gender and age. Differences were also established (p<0.05) concerning opinion of the young consumers from different regions regarding the definition of functional food that ranged from “food that preserves the health” to “enriched food”, Findings of this research could be useful for the food industry marketing as well as for the tourist community in order to take advantage of the wealth of Mediterranean cuisine and continental consumer perception.

functional foods; consumer perception; Mediterranean diet; young consumers

nije evidentirano