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Beyond the Myths: Brazilian Consumer Perceptions of Functional Food
Luis Gustavo Saboia Ponte1, Suliene França Ribeiro1, Adriane Elisabete Costa Antunes2
1Laboratório Multidisciplinar em Alimentos e Saúde, Faculdade de Ciências Aplicadas, Universidade Estadual de Campinas (UNICAMP), Limeira 13484-350, SP, Brazil.
Consumer beliefs about functional foods in Brazil reveal that perceived necessity and reward are linked to myths, while safety concerns reduce myth acceptance. Understanding these factors is key for promoting evidence-based nutrition.
Area of Science:
- Nutritional Science
- Consumer Psychology
- Sociocultural Studies
Background:
- Growing consumer interest in functional foods and healthy eating.
- Prevalence of misinformation and food-related myths.
- Need to understand Brazilian consumers' perceptions of functional food facts and myths.
Purpose of the Study:
- To analyze Brazilian consumers' perceptions and beliefs regarding functional food facts and myths.
- To investigate the influence of attitudes, reference groups, and sociocultural factors.
- To develop and test a theoretical model of functional food perception.
Main Methods:
- Online questionnaires administered to 600 participants in Brazil's Southeast and Northeast regions.
- Data collected using a five-point Likert scale.
- Structural equation modeling and cluster analysis employed to analyze data.
Main Results:
- Perceived necessity and reward positively correlated with functional food myths.
- Perceived safety negatively correlated with functional food myths.
- Reference groups and beliefs positively correlated with functional food facts.
- Two consumer profiles identified: safety-conscious individuals and engaged critics.
Conclusions:
- Culturally tailored communication strategies are crucial for countering myths and promoting functional foods in Brazil.
- Enhanced regulatory oversight of health claims is needed to build consumer trust.
- Findings support fostering informed choices and mindful consumption habits.
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