ABSTRACT

The goal of this study was to identify the drivers for the consumption of superfoods. A comprehensive (paper-and-pencil) survey was mailed to German- and French-speaking Swiss residents, yielding a final sample size of N = 442. A multiple regression, using the backward elimination method, was applied to verify the influence of 18 predictors, including behavioral patterns and socio-demographics, on superfoods consumption. The results indicate that consumers interested in superfoods believe in their health benefits; these consumers also showed high nutritional knowledge. Furthermore, they are creative while cooking and consume meals that result in positive emotions and a relaxed mood. They accept new food technologies and are not concerned about eating non-traditional or not-easily-accessible meals. Superfood consumers are also characterized by their interest in organic and natural ingredients. The findings contribute to the existing literature by expanding the knowledge about the drivers of superfood consumption and help marketers setting strategies.

摘要

这项研究的目的是确定超级食品消费的驱动因素。已向讲德语和法语的瑞士居民邮寄了一份全面的（纸和铅笔）调查，最终样本量为N =442。使用后向消除方法的多元回归被用于验证18岁儿童的影响。超级食物消费的预测指标，包括行为模式和社会人口统计数据。结果表明，对超级食品感兴趣的消费者相信他们的健康益处。这些消费者还表现出很高的营养知识。此外，他们在做饭时很有创造力，并且进餐时会产生积极的情绪和轻松的心情。他们接受新的食品技术，并且不担心食用非传统或不易获取的餐食。超级食品消费者的特征还在于他们对有机和天然成分的兴趣。通过扩大有关超级食品消费驱动因素的知识并帮助营销人员制定策略，这些发现为现有文献做出了贡献。