An analysis on consumers' perception and purchase behavior of fortified food——A survey based on consumers of Nanjing

HAN Ji-qin; SHANG Yong-xing

doi:10.13386/j.issn1002-0306.2014.09.063

HAN Ji-qin, SHANG Yong-xing. An analysis on consumers' perception and purchase behavior of fortified food——A survey based on consumers of Nanjing[J]. Science and Technology of Food Industry, 2014, (09): 329-332. DOI: 10.13386/j.issn1002-0306.2014.09.063

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An analysis on consumers' perception and purchase behavior of fortified food——A survey based on consumers of Nanjing

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Based on data from a survey on consumers in Nanjing, this paper analyzed consumers' awareness on fortified food.Binary Logistic regression model was used to identify the main factors that influence consumer purchase behavior on fortified foods.Consumers had low level of awareness on fortified foods and low trust on the additive in fortified foods.However, they had a higher degree of health concerns.Demographics, such as education, health status, family structure, family monthly net income, product factors, attitudinal factors, health, motivation and market factors, had significant impacts on consumers' purchasing behavior.

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Science and Technology of Food Industry

An analysis on consumers' perception and purchase behavior of fortified food——A survey based on consumers of Nanjing

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