Purpose: This study aims to investigate the determinants of Hungarian customers' attitudes toward dairy functional foods and their online purchase intentions.Design/Methodology/Approach: The research framework employed in this study combines the Technology Acceptance Model, a widely recognized facilitator of internet shopping, with the model proposed by Urala and Lähteenmäki (2007), which suggests that attitudes towards dairy functional foods have a significant impact on consumer behavior and is consistent with the theory of planned behavior.We conducted a descriptive cross-sectional analysis using primary data collected from a sample survey of the Hungarian population with 313 valid questionnaires.We used The Partial Least Square method to test the hypothesis and the relationships between the different variables.Findings: Obtained results show that attitude toward dairy functional foods and perceived usefulness are crucial factors influencing online food purchase intentions.Among these drivers, perceived ease of use has an indirect impact on purchasing intention.However, perceived ease of use has a significant impact on perceived usefulness.Practical Implications: This study indicates that grocery retail firms can enhance their online presence in Hungary by understanding the importance of attitudes towards dairy functional foods and their perceived usefulness in influencing online food purchase intentions.Targeted marketing strategies can be developed to improve the online food purchasing experience for customers.Originality/Value: The study lies in its use of an extended Technology Acceptance Model approach to examine the factors influencing Hungarian customers' attitudes towards and intention to purchase dairy functional foods online.The study provides practical implications for grocery retail firms seeking to establish an online presence in Hungary and contributes to the literature on consumer behavior and marketing.
This study investigated the effects of a six-week starvation period on the fatty acid profile, body composition and blood parameters of intensively reared pike (Esox lucius). 150 pike were stocked in an experimental recirculating aquaculture system (RAS) and feed was completely withdrawn. Body composition, fatty acid composition and blood parameters (serum protein, albumin, triacylglycerol, cholesterol concentration and Lactate dehidrigenase and alkaline phosphatase activity) were measured and somatic indices were calculated. A significant decline in bodyweight, crude fat content and somatic indices was accompanied by a significant decrease of blood triacylglycerol content. The relative proportion of saturated fatty acids in the fillet decreased, while polyunsaturated fatty acids increased. There was also a significant increase in the average chain length and unsaturation index of fatty acids found in the fillet flesh.
