Objective: The aim of this study was to determine the (1) role of gender, age, and education in the evaluation of multidimensional criteria of the purchase of functional products, which were (a) quality and organoleptic attributes, (b) attributes of packaging and labeling, (c) healthful properties, (d) functional components, (e) base product (carrier) and (2) most important motives for the purchase and consumption of functional food among consumers of different sociodemographic profiles.
Design: The data were collected in direct interviews. The sample (n = 200) consisted of 137 women and 63 men age 18-60 years. The research tool was a questionnaire divided into 4 sections. The first one included quality attributes. The second one included healthful properties, functional components, and carriers. The third one concerned the motives for purchasing functional food and included the consequences and values. In the fourth section the participants were asked about gender, age, and education.
Results: Gender, age, and education differentiated the criteria influencing the decision to purchase functional food. Women, older people (35-60 years), and those with university education attach the greatest importance to naturalness, nutritional value, freshness, food safety, and quality guarantee. Clear differences between men and women appear in the field of functional components, which are significantly more important for women than for men. Gender, age, and education essentially differentiate the preferences for base product (carrier). Young men prefer meat products in the role of functional carriers. In turn, women and older men prefer cereal products as basic functional carriers. Young consumers are more open to high-technology food processing. Motivations are differentiated by age and gender. Young men, as opposed to women and older men, attach less importance to functional and psychological consequences: improvement of health, healthy eating, conscious choice, and health promotion. Women and older men are more interested in health safety and are more responsible for their health. Among young men, lower self-esteem can be found.
Conclusion: The analysis conducted revealed that groups of consumers are significantly different from each other in the evaluation of the significance of each of the variables in the selection of functional food. Sociodemographic factors differentiate the motivations for consumption of functional food.
Keywords: diets; food choice; food purchasing decision; functional food; health foods; health motivation; health-promoting food products; healthy eating; sociodemographic factors.