Modeling Attitude Components Affecting the Acceptance of Functional Dairy Foods among Iranian Urban Consumers

Since conventional foods can have different negative effects on human health and cause a variety of diseases, including cancer, the use of functional foods is highly recommended. In this study, the attitudinal factors affecting the acceptance of functional dairy foods (FDF) by urban consumers in Rasht (Guilan province, northern Iran) were investigated. Data were obtained from 223 households in Rasht City. Structural Equation Modeling (SEM) was used to investigate the effects of the general purchasing component as well as those of benefits of FDF, need of functional dairy foods, confidence in functional dairy foods, safety of functional dairy foods, health consciousness and healthy lifestyle, and willingness to buy FDF. The results show that the components of attitude towards healthy lifestyle and the general component of purchasing were the most effective factors in determining the acceptance of FDF by the households of Rasht City. The designed model explains 79.5 percent of the variation in willingness to use FDF. Given the benefits of consuming these products in pre ‐ venting diseases and reducing health costs, public investments in awareness raising campaigns are needed to promote healthy lifestyle among urban consumers and increase the acceptance of FDF in Iran.