Purpose - The primary aim of this study is to identify the factors that influence the Greek
consumers’ purchase intentions of dairy functional foods. The Theory of Planned Behaviour is used
in order to understand the underlying dimensions that aim to predict Greek respondents’ willingness
to purchase dairy functional food products.
Methodology – The study uses quantitative methodology, more specifically, it makes use of
structured questionnaires. Overall 154 complete and usable questionnaires were obtained. For the
data analysis, Excel and SPSS 17.0 have been used. The statistical procedure used for testing the
hypotheses is mainly multivariate linear regression.
Results – The results report that the factors that influence Greek consumers’ purchase intention of
dairy functional foods in descending order of their strength are as follows: (i) attitude towards these
products, (ii) previous purchasing behavior, (iii) social contacts, (iv) price, and (v) perceived
knowledge of the products, (vi) perceived taste of dairy functional foods and (vii) the age of the
consumers. A proposed model is developed.
Research limitations and directions for further research – While carrying out this research, the
following limitations are identified: time constraint, small sample size, need for a more diverse
sample and need for qualitative data collection method, in addition to the quantitative method.
Factors such as psychographic characteristics, skepticism and health state could be used for further
research. As the findings of this study might be country-specific, it is suggested to carry out crosscountry
studies.
Theoretical implications - The chosen model could be further validated in the future, as 63.4% of
the variables are explained by the model.
Managerial implications - Having a better understanding of the factors behind purchase intention
of dairy functional foods could assist marketers of these products to improve their marketing
communication messages and channels used.
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