ISSN: 2222-6990
Open access
The escalating demand for health-conscious dietary choices has ignited profound research interest in functional foods, spreading through many academic fields. Even though research has been done in the past on determinants of consumer acceptance, the complicated and variable nature of functional foods has made it hard to find a set of universally accepted factors. OliveTin, a functional food product in powdered form, is the focus of this research, in which the main goal is to find out what makes potential consumers accept it. By employing a quantitative methodology, the study delves into the interplay between consumer acceptance and three pivotal components: packaging design, price point, and nutritional value. The empirical outcomes unveil significant positive influences of packaging design and perceived nutritional value towards consumer acceptance. Conversely, price point surprisingly showcases a contrasting effect on consumer acceptance. The findings could facilitate the development of effective strategies to enhance consumer acceptance, ultimately contributing to the success of OliveTin and similar functional foods consumer products. What is more important, understanding and quantifying consumer acceptance is paramount for businesses seeking to gain a competitive edge and establish a strong foothold in the marketplace.
Bilkeeva, D., Delener, N., & Erdem, S. (2021). Examining the impact of food packaging attributes on consumer purchase intention. Journal of Retailing and Consumer Services, 60, 102495.
Bortolini, D. G., Maciel, G. M., Fernandes, I. D. A. A., Pedro, A. C., Rubio, F. T. V., Brancod, I. G., & Haminiuk, C. W. I. (2022). Functional properties of bioactive compounds from Spirulina spp.: Current status and future trends. Food Chemistry: Molecular Sciences, 100134.
Chen, J., & Liu, Y. (2017). Exploring consumers’ perceptions of powdered functional foods: Evidence from China. Journal of Food Products Marketing, 23(3), 301-318.
Chen, Y., & Zhang, Y. (2019). Effects of price and quality on consumer judgment and behavioral intention in functional food purchase: A comparison between online and offline channels. International Journal of Environmental Research and Public Health, 16(24), 4924.
Daud, K. A. M., Khidzir, N. Z., Ismail, A. R., & Abdullah, F. A. (2018). Validity and reliability of instrument to measure social media skills among small and medium entrepreneurs at Pengkalan Datu River. International Journal of Development and sustainability, 7(3), 1026-1037.
Dholakia, U. M. (2018). Consumer acceptance and adoption of innovations. In Handbook of Marketing Scales (pp. 27-35). SAGE Publications.
Diniz, A. A. R., Bezerra, R. M. N., Queiroz, A. J. M., & Santos, A. F. (2021). Development of a powdered soy-based beverage with potential for functional food applications. Food Chemistry, 344, 128638.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
Drewnowski, A. (2019). Nutrient profiling and the regulation of marketing to children. Applied Physiology, Nutrition, and Metabolism, 44(12), 1295-1298.
Drewnowski, A. (2019). Nutrient profiling and the regulation of marketing to children. Applied Physiology, Nutrition, and Metabolism, 44(12), 1295-1298.
Fast, V., Schnurr, D., & Wohlfarth, M. (2021). Regulation of data-driven market power in the digital economy: Business value creation and competitive advantages from big data. Journal of Information Technology, 02683962221114394.
Fernandes, T., Rodrigues, A. M., Ferreira, A., Oliveira, J., & Rocha, A. (2019). The influence of packaging design in consumer purchasing behavior. British Food Journal, 121(8), 1821-1835.
Griffiths, C., Kuznesof, S., Ellis, R., & Spence, M. (2016). Framing effects on consumer acceptance of personalised nutrition in 9 European countries. PloS One, 11(10), e0164991.
Guasch-Ferré, M., Li, J., Hu, F. B., Salas-Salvadó, J., Tobias, D. K., & Ros, E. (2019). Olive oil consumption and risk of cardiovascular disease: Meta-analysis of prospective cohort studies. Clinical Nutrition, 38(1), 65-72.
Gupta, S., & Chaudhary, A. (2021). A study on consumer perception towards functional foods: A health perspective. Cogent Food & Agriculture, 7(1), 1883336.
Gürhan-Canli, Z., & Batra, R. (2020). When corporate social responsibility backfires: Theory and evidence on how and when CSR impacts consumer perceptions and increases purchase intentions. Journal of Marketing Research, 57(5), 891-908.
Hall, K. D. (2020). Ultra-processed diets cause excess calorie intake and weight gain: an inpatient randomised controlled trial of ad libitum food intake. Cell Metabolism, 32(5), 690-700.
Hawkes, C., Jewell, J., & Allen, K. (2017). A food policy package for healthy diets and the prevention of obesity and diet-related non-communicable diseases: the NOURISHING framework. Obesity Reviews, 19(3), 375-393.
Huang, L., Li, X., & Peng, L. (2020). Pricing strategy of dual-channel supply chain for innovative functional food under the government subsidy. Complexity, 2020, 1-13.
Johnson, R. E., Rose, R. L., & Becker, L. (2018). Nutritional composition claims on food labels influence perceptions of food healthiness and consumer choices. Journal of Consumer Affairs, 52(3), 672-690.
Kardes, F. R., Cronley, M. L., Kim, J. K., & Kim, J. (2016). Packaging and consumer evaluations of food products: The role of visual and tactile cues. Food Quality and Preference, 48, 157-166.
Kim, Y., & Lee, S. (2017). Investigating the factors influencing consumers’ acceptance of functional foods: Using the extended technology acceptance model. Journal of Functional Foods, 29, 34-41.
Kotler, P., & Armstrong, G. (2016). Principles of marketing. Pearson.
Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. F. (2019). Principles of Marketing (8th European edition). Pearson.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2008). Marketing management. Pearson/Prentice Hall.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2022). Marketing management. Pearson/Prentice Hall.
Lee, M. S., Oh, K., & Kim, Y. J. (2020). A review of functional foods and their potential for human health: A case study of fermented kimchi. Food Science and Biotechnology, 29(3), 341-348.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Lockyer, S., Rowland, I., Spencer, J. P., & Yaqoob, P. (2017). Impact of phenolic-rich olive leaf extract on blood pressure, plasma lipids and inflammatory markers: a randomised controlled trial. European Journal of Nutrition, 56(4), 1421-1432.
Madden, A. M., & Matthews, S. (2016). Powdered fruits and vegetables increase plasma quercetin but not beta-carotene in adults with overweight and obesity. Nutrients, 8(12), 824.
Malodia, S., Gupta, S., & Jaiswal, A. K. (2020). Reverse innovation: a conceptual framework. Journal of the Academy of Marketing Science, 48, 1009-1029.
Monroe, K. B. (1990). Pricing: Making profitable decisions. McGraw-Hill/Irwin.
Petrovna, V. V., Chernyshova, T. A., Kuznetsova, E. A., & Balabanova, T. O. (2020). The use of functional food products in the diet of modern teenagers. IOP Conference Series: Materials Science and Engineering, 959(1), 012046.
Rashidinejad, A., Birch, E. J., & Sun-Waterhouse, D. (2021). Figs (Ficus carica L.) and health: A review. Trends in Food Science & Technology, 114, 382-401.
Rodríguez-Santos, C., Míguez-González, M. I., & Vázquez-Rodríguez, M. X. (2020). The impact of packaging design on consumer buying behavior in the food sector. Sustainability, 12(7), 2722.
Ronteltap, A., Trijp, H. C. M. V., & Berezowska, A. (2013). Consumer acceptance of technology-based food innovations: Lessons for the future of nutrigenomics. Appetite, 62, 3-11.
Ronteltap, A., Trijp, H. C., & Renes, R. J. (2013). Consumer acceptance of technology-based food innovations: Lessons for the future of nutrigenomics. Appetite, 66, 31-42.
Rozin, P., Fischler, C., Shields, C., & Masson, E. (2012). Attitudes towards large numbers of choices in the food domain: A cross-cultural study of five countries in Europe and the USA. Appetite, 59(1), 429-440.
Saba, A., Vassallo, M., Shehu, E., & Lampkin, N. (2016). Consumer acceptance of organic food in emerging markets: Italian consumers’ attitudes and willingness to pay for organic fruit and tomato. Organic Agriculture, 6(4), 337-349.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior. Pearson.
Schwingshackl, L., & Knüppel, S. (2021). Perspective: Nutri-Score as a front-of-pack labeling scheme—wider implications for portion size labels. Advances in Nutrition, 12(2), 395-399.
Singh, S., & Duque, L. C. (2020). Familiarity and format: cause-related marketing promotions in international markets. International Marketing Review, 37(5), 901-921.
Smith, J., & Cooper, T. (2020). The impact of product packaging design on consumer responses: A literature review and conceptual framework. Journal of Retailing and Consumer Services, 57, 102203.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2021). Consumer behavior: Buying, having, and being. Pearson.
Underwood, R. L., & Klein, N. M. (2002). Packaging as brand communication: Effects of product pictures on consumer responses to the package and brand. Journal of Marketing Theory and Practice, 10(4), 58-68.
Vali, B., Mazandarani, M., & Zarei, M. (2020). Nutritional value and health benefits of fig (Ficus carica): a review. Food Research International, 137, 109348.
Vieux, F., Perignon, M., Gazan, R., & Maillot, M. (2020). Dietary changes needed to improve diet sustainability: Are they similar across Europe? European Journal of Clinical Nutrition, 74(11), 1510-1520.
Zhang, Y., Wang, J., Li, Y., & Ye, Q. (2019). Examining the factors influencing consumer acceptance of functional foods: A systematic review. Public Health, 175, 96-106.
(Bashir et al., 2024)
Bashir, M. ‘Arif A., Osman, M. S., Wahab, M. S. A., Burhan, N. S., Ismail, A. K., & Rusli, M. N. F. Bin. (2024). Quantifying Consumers’ Acceptance of Functional Foods in Powdered Form: A Study of Olivetin. International Journal of Academic Research in Business and Social Sciences, 14(2), 153–165.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode