Naslov
Buying Motives And Trust Of Young Consumers In Functional Fermented Dairy Product

Autori
Cerjak, Marija ; Tomić, Marina

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, ostalo

Izvornik
Conference Proceedings International Food Marketing Research Symposium / - , 2013

Skup
International Food Marketing Research Symposium

Mjesto i datum
Budimpešta, Mađarska, 20.06.2013. - 21.06.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Functional fermented dairy products; Croatian students'; buying motives

Sažetak
The goal of the present study was to determine consumption of functional fermented dairy products among Croatian students, their buying motives and trust in functional characteristics of such products. Data were collected by means of on - line survey with 300 university students in two major Croatian cities. Even though more than half of the respondents were not familiar with the term functional food, after explaining it, it turned out that the majority consumes functional fermented dairy products. The main reason for choosing such products is prevention of diseases, followed by positive impact of low fat content on body weight. Respondents moderately trust in health effects and in producers’ labels regarding functional properties of functional fermented dairy products. Heavier consumers of fermented dairy products and those placing high importance on health effects of food they consume have more trust in functional properties of these products. Results of the study could be used as a base for better communication with young consumers regarding functional fermented dairy products.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija)

POVEZANOST RADA