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The Consumers Functional Food Trend: Market Orientation, Market Opportunities

Table 9:

Variable B SEB Beta T value
Constant 21,635 9,530 2,167
Attitude towards necessity of functional food products 0,386 0,042 0,462 7,602*
Motivators to consumers’ healty lifestyle 0,242 0,034 0,247 6,384*
Willingness to consume functional foods 0,160 0.032 0,206 5,404*
Barriers to consumers’ healty lifestyle -0,145 0,022 -0,201 4,907*
R2 =0.46,4,* p<0.05
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