Sex and Cultural Differences in the Acceptance of Functional Foods: A Comparison of American,Canadian, and French College Students

Objective: Functional foods (FF)—foods containing nutritional supplements in addition to natural nutrients—have an increasing presence in the marketplace. Expanding on previous research, the authors investigated college students' acceptance of FF. Participants: In September-March 2004, 811 undergraduates in Canada, the United States, and France participated in the study. Methods: A self-administered questionnaire measured students' general food attitudes and beliefs as well as FF-related knowledge, attitudes, beliefs, and purchase intention. Results: Overall, participants slightly favored FF over traditional foods. However, although most respondents associated FF with positive health benefits, many remained dubious of currently available FF information. In terms of culture and sex, the authors found small but significant divergences in FF knowledge, attitudes, and behaviors. Conclusions: Stronger labeling and education efforts may increase cross-cultural acceptance of FF by college students.