MOTIVATORS, ENABLERS, AND BARRIERS TO FUNCTIONAL FOOD CONSUMPTION IN IRAN

Background and Aim: This study was carried out to identify barriers, motives, and enabling factors affecting consumers functional dairy products (FDPs) choices in Iran.Methods: Data collected from a consumer sample (n=400), consisted of 207 women and 193 men age 25-65 years, selected from ten major chain stores in different geographical areas in Tehran, the capital of Iran, through multistage sampling method. The research tool was a researcher–made questionnaire, designed based on the social marketing framework. The questionnaire consisted of socio-demographic information, barriers/ motivators/ enablers, and intervention-strategy preferences. Results: Familiarity with different kinds of FDPs was found to be low among Tehranian adults. Mean attitude score of the participants was 58.0±12.6. Maintaining and improving health and preventing the disease were the most important motivations, and the lack of knowledge about the properties of FDPs and the lack of access to these products were among the most important barriers for buying FDPs. The majority of the subjects called for more information on these products, mainly through their advertising on TV, introducing them on scientific programs in radio and TV, and writing more information and applicable on food labels. Existence of enough evidence indicating the efficacy of FDPs and advising by health professionals were among the most important conditions for acceptance of these products. Government agencies, nutritionists, and physicians were identified as the most reliable information sources. Conclusion: The findings will help the food industry and health policy makers to better understand consumers needs and improve the activities for developing and consuming FDPs

کلیدواژه ها:

Functional dairy products ، Motivator ، Barrier ، Enabler ، Social marketing