Determinants of consuming functional fermented foods: An integrated structural model approach

Functional fermented foods are increasingly recognized for their positive impact on human health, and this study aims to identify the factors that influence these products’ consumption in Iran. The study uses structural equation modeling (SEM) to test the conceptual model incorporating the theory of planned behavior (TPB), protection motivation theory (PMT), and flow theory (FT). Data from 319 individuals having prior experience with such foods were analyzed to test the hypothesized relationships. Based on the results, the integrated model components demonstrated a strong predictive power, explaining 70.6% of the variance in functional fermented food consumption. The study found that perceived vulnerability, perceived severity, and response cost from the PMT were the main drivers of functional fermented food consumption among Iranians. The study also offers practical insights, including highlighting health benefits, promoting pleasurable aspects, and mitigating accessibility challenges to these foods for Iranian consumers.