Factors predicting consumers’ knowledge of spirulina health benefits

Author: Irene Kamenidou ^1* and Constantinos-Vasilios Priporas ²

Received 22 September 2009, accepted 1 January 2010.

Abstract

Due to its numerous health benefits for humans spirulina is gaining interest as a nutraceutical, deriving in this way in its commercial demand worldwide. This paper reports the results of a study conducted within the above context. Researchers investigated awareness and factors predicting consumers subjective knowledge level of spirulina and its health benefit attributes. This research also examined source of knowledge, and willingness to be informed. Data were collected through a series of aided self administrated questionnaires employing the mall intercept technique, with 966 participants in Athens, Greece. The findings demonstrated that more than the half of the sample was not aware of the product, while moderate knowledge levels of the product’s attributes and benefits exist. Factor analysis produced four factors, accounting for 75.4% of total variance. Implications for product awareness and increase of knowledge levels are discussed.

Key words: Nutraceuticals, spirulina, consumer knowledge, marketing, factors.