Motivation for choice and healthiness perception of calorie-reduced dairy products. A cross-cultural study

摘要: Understanding consumers' motives for selecting calorie-reduced dairy products are important to provide targeted communication different consumer segments. The aim of this study was identify consumption among young consumers, and how these consumers perceive the healthiness such compared other food products. Consumers, aged 18-30 years, from Norway (n=118), Denmark (n=125), California (n=127) participated in cross-cultural study. respondents sorted 24 statements referring choosing yoghurt cheese. also assessed aspect perceived comparison with a selection using two-step ranking procedure. data were analysed chi-square analysis, Friedman's test Principal Component Analysis (PCA). results show that fat content, taste most motivators choice In all three countries salmon as healthiest presented. ranked relatively healthy, healthier than Although differences existed products, similarities between evident