Journal
APPETITE
Volume 56, Issue 1, Pages 15-24Publisher
ACADEMIC PRESS LTD- ELSEVIER SCIENCE LTD
DOI: 10.1016/j.appet.2010.11.137
Keywords
Cross-cultural; Motivation; Healthiness perception; Calorie-reduced; Dairy
Categories
Funding
- Research Council of Norway (NFR) [167928/110]
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Understanding consumers' motives for selecting calorie-reduced dairy products are important to provide targeted communication to different consumer segments. The aim of this study was to identify motives for consumption of calorie-reduced dairy products among young consumers, and to identify how these consumers perceive the healthiness of such products compared to other food products. Consumers, aged 18-30 years, from Norway (n = 118), Denmark (n = 125), and California (n = 127) participated in this cross-cultural study. The respondents sorted 24 statements referring to motives for choosing calorie-reduced yoghurt and cheese. The study also assessed the aspect of perceived healthiness of these products in comparison with a selection of other food products using a two-step ranking procedure. The data were analysed using chi-square analysis, Friedman's test and Principal Component Analysis (PCA). The results show that fat content, healthiness and taste were the most important motivators for choice of the calorie-reduced dairy products. In all three countries salmon was perceived as the healthiest among the products presented. The calorie-reduced dairy products were ranked as relatively healthy, with yoghurt ranked as healthier than cheese. Although cross-cultural differences existed in motives for choice and perceived healthiness of the products, the similarities between the countries were evident in this study. (C) 2010 Elsevier Ltd. All rights reserved.
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