| Summary: | 碩士 === 輔仁大學 === 食品科學系碩士班 === 101 === Nowadays, food not only provides necessary nutrients, but improves physical and mental wellness of human beings. In this regard, demands of functional foods (FFs) have been growing dramatically, and those who in mid-age are characterized as prime consumers. The aims of this study were to investigate the consumption behavior and needs of FFs in young people, who are regarded as the major target consumers in the next decade, and to project the trend of FFs demand for future development. A quantitative survey was conducted among subjects under 35 years old in Taiwan, and responses were collected by internet and paper-and-pencil questionnaires in selected regions. Categorical variables in survey included socio-demographic characteristics, lifestyle, consumption experience, attitude towards FFs and willingness to use. A total of 645 valid responses were collected. Results showed that socio-demographic characteristics strongly affected consumption behavior and willingness to use. FFs users showed significantly greater willingness to use FFs compared to non-users. A significant correlation between willingness and attitude toward FFs was also observed. Although lifestyle was found in association with health consciousness, smoking was the only factor related to willingness to use. Moreover, price, flavor, and information source played a role in acceptance. Interestingly, heavy exercisers (physical education students) showed highly interested in eye health, liver protection and digestion improvement products. Conclusively, the findings in this study show consumption experience, physical condition and attitude affecting the willingness to use FFs in the future.
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