Drivers of functional food acceptance: Functional vs. social values in consumer decision-making

This study examines the influence of functional and social consumption values on consumers’ willingness to purchase packaged functional foods, specifically functional dairy products. With rising demand for foods offering benefits beyond basic nutrition, understanding value-driven consumer behavior is critical in decision making. Data were collected from 367 respondents via an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that while both functional and social values significantly affect consumer attitudes, and only functional value positively predicts willingness to try functional food. Social value did not show a significant direct impact on purchase intention. These results highlight the major role of functional value (affordability and perceived quality) in shaping consumer behavior. The study extends consumption value theory to the context of functional foods and provides implications for marketers, food manufacturers and policymakers seeking to enhance consumer acceptance of health-oriented food innovations.