The Effectiveness of the Modified Expanded Rational Expectations Model to Explore Adult Consumers’ Functional Foods Consumption Behavior

Since knowledge and health consciousness have been claimed to have a great influence on dietary behavior, subjective knowledge and health consciousness constructs were added to the ERE model in order to develop Modified ERE (MERE) model. The objective of this study was to investigate the effectiveness of the MERE model in order to explain adult consumers’ functional foods consumption behavior. A convenience sample of 465 adults from a Southwestern university completed the final online survey questionnaire during April and May, 2010. A series of confirmatory factor analyses and structural equation modeling were conducted. Validity and reliability of the measurement model of MERE were confirmed. Results from structural equation modeling revealed that the MERE is a viable model to explain functional foods intention to consume and actual eating behavior. The two new constructs, subjective knowledge and health consciousness, had significant relationships with other constructs of the ERE. In detail, subjective knowledge was a better predictor than objective knowledge in the functional foods context. Health consciousness was a significant predictor of attitude and intention to consume functional foods but not a significant predictor of behavior. However, health consciousness influenced behavior through attitude and intention.