Nutr Res Pract.  2010 Feb;4(1):75-81.

Dieticians' intentions to recommend functional foods: The mediating role of consumption frequency of functional foods

• Cha MH
• Lee J
• Song MJ

Abstract

This study explored the conceptual framework of dieticians' intentions to recommend functional food and the mediating role of consumption frequency. A web-based survey was designed using a self-administered questionnaire. A sample of Korean dieticians (N=233) responded to the questionnaire that included response efficacy, risk perception, consumption frequency, and recommendation intention for functional foods. A structural equation model was constructed to analyze the data. We found that response efficacy was positively related to frequency of consumption of functional foods and to recommendation intention. Consumption frequency also positively influenced recommendation intention. Risk perception had no direct influence on recommendation intention; however, the relationship was mediated completely by consumption frequency. Dieticians' consumption frequency and response efficacy were the crucial factors in recommending functional foods. Dieticians may perceive risks arising from the use of functional foods in general, but the perceived risks do not affect ratings describing dieticians' intentions to recommend them. The results also indicated that when dieticians more frequently consume functional foods, the expression of an intention to recommend functional foods may be controlled by the salience of past behaviors rather than by attitudes.

Keyword

Dieticians; functional foods; consumption frequency; recommend intention

MeSH Terms

Functional Food
Intention
Negotiating
Surveys and Questionnaires

Figure

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  Fig. 1 The proposed functional foods recommendation model

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