The escalating demand for health-conscious dietary choices has ignited profound research interest in functional foods, spreading through many academic fields. Even though research has been done in the past on determinants of consumer acceptance, the complicated and variable nature of functional foods has made it hard to find a set of universally accepted factors. OliveTin, a functional food product in powdered form, is the focus of this research, in which the main goal is to find out what makes potential consumers accept it. By employing a quantitative methodology, the study delves into the interplay between consumer acceptance and three pivotal components: packaging design, price point, and nutritional value. The empirical outcomes unveil significant positive influences of packaging design and perceived nutritional value towards consumer acceptance. Conversely, price point surprisingly showcases a contrasting effect on consumer acceptance. The findings could facilitate the development of effective strategies to enhance consumer acceptance, ultimately contributing to the success of OliveTin and similar functional foods consumer products. What is more important, understanding and quantifying consumer acceptance is paramount for businesses seeking to gain a competitive edge and establish a strong foothold in the marketplace.
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