Consumer Expectations for Mushroom Functionalities: Results of Covariance Structure Analysis

Abstract

The purpose of this study was to clarify consumer expectations for mushroom functionalities. Analysis was performed using the results of an Internet questionnaire survey on consumers. In addition, covariance structure analysis was applied to estimate the structure of consumer expectations for mushroom functionalities. Some respondents expressed their expectations for mushroom functionalities. The degree of expectations differed by sex and age. Health maintenance and disease prevention were the major expectations for mushroom functionalities. Based on covariance structure analysis, the higher the preference for mushrooms and preference for functional agricultural products and foods, the higher the expectations for mushroom functionalities.