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    Factors that influence consumers' attitudes and behavioral intentions towards functional foods: an analysis of consumer-related, product-related, and promotional source-related attributes
    (2021) Kountouri, Aikaterini-Eleni; Κουντούρη, Αικατερίνη-Ελένη; Athens University of Economics and Business, Department of Marketing and Communication; Drossos, Dimitrios; Painesis, Grigorios; Karantinou, Kalipso
    Multiple studies have examined the influencing factors of attitudes towards functional foods as well as of their consumption behavior and intention, with mixed results. Some studies have investigated only functional food consumption behavior, some have centered to functional food consumption intention while others have faced intention as an antecedent of actual behavior. Moreover, functional food awareness and the role of social media influencers haven’t been highly investigated. Therefore, this study aims to gain more insights into functional food awareness, attitudes, attributes, consumption patterns, consumer characteristics and relative influence of different promotional sources as well as trust in them, including social media influencers. For the achievement of these research objectives, a quantitative design was followed using an online questionnaire. After the pre-testing, the questionnaire was distributed via Google Forms during November-December 2020 and it was eventually completed by 315 respondents, derived from a combination of convenience and snowball sampling. Ultimately, the results of the collected data were analyzed through SPSS and SmartPLS. Specifically, the statistical procedures that took place were univariate analysis for descriptive statistics, factor analysis for the reduction of dimensions, reliability analysis for the evaluation of internal consistency between the items as well as linear regression and binary logistic regression for the test of the relationship between dependent and independent variables.After the first chapter of introduction, in the second chapter the literature review of the topic is presented, and the research model is illustrated. In the third chapter, the research objectives are stated and the methodology path that was followed is described. In chapter four the study’s findings are provided, which are discussed in detail in chapter five. The final chapter, gives a brief overview of the emerged results followed by the academic implications, the managerial implications, the limitations and the directions for future research.