Explaining Consumer Intentions for Foods with Antioxidant Properties: Predictors of Choice and Purchase Barriers

Today, food products not only should serve the source of main nourishment but also must minimize the risk of negative impact on the human body. Products enriched with antioxidants can be referred to such category. For food producers, the development of products “for health” is usually connected with significant investment, whereas the final success of innovative products does not always meet the expectations. The greatest part of such products is withdrawn from the market during the first year. It is important for manufacturers to learn consumer behavior in order to ensure sale growth and a stable market position. The purpose of this study was to study consumer reception of products containing antioxidants. (It is important to conduct market research to identify the needs of buyers in order to maintain a stable position in the market. In order to study this issue, we analyzed the consumer perception of foods with antioxidant properties.) We studied the consumer perception of products with antioxidant properties with regard to choice predictors and barriers for purchasing, which finally determine the success of the product on the market. For this purpose, we conducted a survey of 721 consumers of the South Urals. The results of the statistical analysis done with the help of SPSS proved that South Ural consumers in general are ready to purchase products containing antioxidants. Besides, producers must bring information concerning the real value of the product and win the consumer trust and confidence as far as these are the main predictors determining the choice for purchasing the products containing antioxidants. Misunderstanding of the role antioxidants play in the human body may lead to perception of risk concerning consumption of such products and rejection of the purchase.