The Use of the Modified Protection Motivation Theory to Explore Adult Consumers’ Functional Foods Consumption Behavior
作者： Tim Dodd , Linda Hoover , Oak-Hee Park , Lynn Huffman , Du Feng
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摘要: Functional foods are the fastest growing sector of food market because consumers’ interest in health and well-being. There were two objectives this study. One was to examine relationships among concepts Modified Protection Motivation Theory (MPMT): severity, vulnerability, response-efficacy, self-efficacy, intention, behavior regard functional foods. The other objective identify consumer profiles based on MPMT concepts. A convenience sample 465 adults from a Southwestern university completed final online survey questionnaire during April May, 2010. Results structural equation modeling revealed that response-efficacy significant predictor intention but not behavior. Self-efficacy only construct significantly predicted as well Outcomes cluster analysis produced mutually exclusive groups: Health-Oriented Uninterested group. discriminant confirmed constructs correctly classified 97.3% participants into groups identified by analysis. study will benefit industry (or service industry) terms target marketing, new product development, successful performance.
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