Greek Consumers' Purchase Intentions towards Dairy Functional Foods

Functional foods represent one of the food categories that are widely recognized for their added health benefits. The primary aim of this study is to identify the factors that influence the Greek consumers¿ purchase intentions of dairy functional foods. The Theory of Planned Behaviour is adopted, as it is considered appropriate for this research. The study uses quantitative methodology. Overall 154 complete and usable questionnaires were obtained. The statistical procedure used for testing the hypotheses is mainly multivariate linear regression. A proposed model is developed, which could be further validated in the future, as 63.4% of the variables are explained by the model. The value of this study is that having a better understanding of the factors behind purchase intention of dairy functional foods could assist marketers of these products to improve their marketing communication messages and channels used.