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How Information on Superfoods Changes Consumers' Attitudes: An Explorative Survey Study
Bárbara Franco Lucas1,2, Jorge Alberto Vieira Costa2, Thomas A Brunner1
1Food Science and Management, School of Agricultural, Forest and Food Sciences (HAFL), Bern University of Applied Sciences, CH-3052 Zollikofen, Switzerland.
Foods (Basel, Switzerland)
|July 9, 2022
Summary
Swiss consumers interested in organic foods and perceiving health benefits showed positive attitudes toward superfoods. Older, urban consumers also demonstrated improved attitudes, while lower perceived benefits and cultural participation led to negative changes.
Area of Science:
- Consumer Behavior
- Food Science
- Health and Nutrition
Background:
- Growing consumer interest in healthy habits fuels the superfoods market.
- Understanding consumer attitudes towards superfoods is crucial for market analysis.
Purpose of the Study:
- To investigate initial and final attitudes of Swiss consumers towards superfoods.
- To analyze attitude changes after exposure to specific information.
- To identify factors influencing consumer behavior regarding the superfoods trend.
Main Methods:
- A questionnaire survey was used to collect data on individual traits and attitudes.
- Attitudes were assessed both before and after information provision.
- Four multiple regression analyses were performed to identify significant predictors.
Main Results:
- Positive initial and final attitudes towards superfoods were linked to perceived health benefits and interest in organic foods.
- Older consumers and those in urban areas showed a greater propensity for positive attitude change.
- Lower perceived health benefits and reduced cultural participation correlated with negative attitude shifts.
Conclusions:
- Perceived health benefits and organic food interest are key drivers of positive superfood attitudes.
- Demographic factors like age and urban living influence attitude changes.
- Consumer education on superfood benefits is essential to overcome negative perceptions and enhance market adoption.
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