Abstract This study investigates antecedents of consumers’ attitudes and intentions to eating functional foods in a representative sample of Norwegian consumers (N = 810). The theory of planned behavior (TPB), with an extension of self-efficacy and descriptive norms and, as well, hedonic and utilitarian eating values, is used as a conceptual framework. Structural equation modeling (SEM) is applied to test the hypothesized relationships. The findings differed significantly between the basic and extended model, particularly for the perceived behavioral control (PBC) constructs. Perceived control over behavior was insignificantly related to intention and consumption frequency in the basic model and significantly negatively related in the extended model. The inclusion of self-efficacy, conceptualized as confidence in the ability to consume functional foods regularly, proved to be the most important explanatory factor of intention. Descriptive and injunctive norms were both significant and relatively strong predictors of intention. However, injunctive norms lost explanatory power when descriptive norms were included in the structural model. The strong influence of attitude on intention also diminished in the extended model. Utilitarian eating values clearly outperformed hedonic eating values as a basis for explaining consumer attitude toward eating functional foods. Whereas utilitarian eating values were strongly and positively associated with participants’ attitude toward the consumption of functional foods, hedonic eating values were less strongly and negatively related to attitude. Thus, the food industry needs to improve the hedonic value of functional foods to commercially succeed.

中文翻译：

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挪威消费者对功能性食品消费的态度和意图

摘要 本研究调查了挪威消费者（N = 810）的代表性样本中消费者对食用功能性食品的态度和意图的前因。计划行为理论 (TPB) 以及自我效能和描述性规范的扩展，以及享乐和功利的饮食价值观，被用作概念框架。应用结构方程模型 (SEM) 来测试假设的关系。基本模型和扩展模型的研究结果存在显着差异，尤其是感知行为控制 (PBC) 结构。对行为的感知控制在基本模型中与意图和消费频率不显着相关，在扩展模型中显着负相关。包括自我效能感，概念化为对定期食用功能性食品的能力的信心，被证明是意图的最重要解释因素。描述性和禁令性规范都是意图的重要且相对较强的预测因子。然而，当描述性规范被包含在结构模型中时，禁令性规范就失去了解释力。在扩展模型中，态度对意图的强烈影响也减弱了。作为解释消费者对食用功能性食品态度的基础，功利主义饮食价值观明显优于享乐饮食价值观。功利性饮食价值观与参与者对功能性食品消费的态度呈强正相关，而享乐性饮食价值观与态度的关联性较小且呈负相关。因此，