The Effect of Motivators and Barriers on Attitudes and Willingness to Consume Dairy Functional Foods in Hungary

As the global trend for healthy eating grows, firms are emphasising dairy functional foods (DFFs). This study looks into the relationship between consumer attitudes and readiness to consume DFFs, taking into account how a healthy lifestyle might both motivate and deter people from using them. Hungary was chosen because consumer behaviour towards functional foods is under-researched in comparison to Western Europe. Data were generated using a survey questionnaire from 313 respondents. The results of Partial Least Squares (PLS) analysis revealed that consumer attitudes had a considerable influence on the desire to consume DFFs. Furthermore, the motivators and barriers had a direct influence on willingness through the consumer attitudes that serve as mediators. These findings show the need for targeting consumer attitudes and lifestyle characteristics in order to increase the market acceptance of DFFs.