Superfoods: Drivers for Consumption

ABSTRACT

The goal of this study was to identify the drivers for the consumption of superfoods. A comprehensive (paper-and-pencil) survey was mailed to German- and French-speaking Swiss residents, yielding a final sample size of N = 442. A multiple regression, using the backward elimination method, was applied to verify the influence of 18 predictors, including behavioral patterns and socio-demographics, on superfoods consumption. The results indicate that consumers interested in superfoods believe in their health benefits; these consumers also showed high nutritional knowledge. Furthermore, they are creative while cooking and consume meals that result in positive emotions and a relaxed mood. They accept new food technologies and are not concerned about eating non-traditional or not-easily-accessible meals. Superfood consumers are also characterized by their interest in organic and natural ingredients. The findings contribute to the existing literature by expanding the knowledge about the drivers of superfood consumption and help marketers setting strategies.

KEYWORDS:

• Consumer behavior
• consumer research
• superfood
• regression analyses

Acknowledgments

The authors express their gratitude to the Coordination for the Improvement of Higher Education Personnel (CAPES) for the Scholarship granted by the Program Sandwich PhD Abroad (PDSE) under Process nº {88881.186834/2018-01}.

Data availability statement

Data are available upon reasonable request.