Predictors of functional dairy product consumption among Iranian consumers

Abstract Predictors of consumption of functional dairy product using the theory of planned behaviour (TPB) was investigated. Attitudes of consumers toward consumption of functional dairy products were measured by use of an attitude of consumers toward consumption of functional foods questionnaire (AFFQ). Simple logistic regression model was used to investigate the effect of demographic variables on consumption of functional dairy products and then by multiple logistic regressions with use of stepwise approach, a final model was determined to predict consumption of functional dairy products. SPSS was used to analyse the data. About 57.1% of participants were familiar with functional foods. Participants were mainly users of functional cheese (60.6%) versus yoghurt (39.4%) and milk (7.9%). All TPB constructs (attitude, subjective norms and perceived behavioural control) have a significant influence on consumption of functional dairy products. According to a multiple logistic model, attitude was the main predictor of consumption of functional dairy products.