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Consumer’s Attitude Regarding Soluble Coffee Enriched with Antioxidants

1
Departamento Acadêmico de Alimentos, Universidade Tecnológica Federal do Paraná, Avenida Brasil, n. 4232, Medianeira 85884-000, Paraná, Brazil
2
Departamento Acadêmico de Química, Universidade Tecnológica Federal do Paraná, Avenida Brasil, n. 4232, Medianeira 85884-000, Paraná, Brazil
3
Departamento de Ciência e Tecnologia de Alimentos, Centro de Ciências Agrárias, Universidade Estadual de Londrina, Rodovia Celso Garcia Cid, Pr 445 Km380, Campus Universitário, Cx. Postal 6001, Londrina 86051-980, Paraná, Brazil
*
Author to whom correspondence should be addressed.
Beverages 2018, 4(4), 72; https://doi.org/10.3390/beverages4040072
Received: 20 August 2018 / Revised: 8 September 2018 / Accepted: 26 September 2018 / Published: 1 October 2018
(This article belongs to the Special Issue Coffee and its Consumption: Benefits and Risks)
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Abstract

Brazil is the second largest coffee consumer in the world. The development of new products related to healthy eating is one of the demands to maintain this scenario. This research aimed to investigate the role of socio-demographic, cognitive and behavioral characteristics on the acceptance of functional foods by coffee consumers. A questionnaire developed and applied in Belgium was previously translated and validated for application with Brazilian consumers. The habits of coffee consumption, knowledge and interest were investigated regarding functional soluble coffee enriched with antioxidants. The self-administered study was performed with 270 consumers. Acceptance was measured by two items: “Functional foods are all right for me as long as they taste good” and “Functional foods are all right for me even if they taste worse than their conventional counterpart foods”, obtaining a mean score of 4.03 and 2.79 (scale 1: totally disagree and 5: totally agree), respectively. The acceptance of functional foods increased with age, schooling, income, belief in the health benefits and knowledge about functional foods for both items. There was no significant correlation between price and acceptance. With regards to a functional soluble coffee product, the sensory quality was more determinant for its acceptance than price. View Full-Text
Keywords: consumer behavior; instant coffee; functional food; marketing research; sensory quality; price consumer behavior; instant coffee; functional food; marketing research; sensory quality; price
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MDPI and ACS Style

Corso, M.P.; Kalschne, D.L.; Benassi, M.D.T. Consumer’s Attitude Regarding Soluble Coffee Enriched with Antioxidants. Beverages 2018, 4, 72.

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