International Journal of Food Science and Nutrition

International Journal of Food Science and Nutrition


International Journal of Food Science and Nutrition
International Journal of Food Science and Nutrition
Vol. 2, Issue 3 (2017)

Understanding consumers’ perceptions, behavior and attitudes towards homemade non- and low- alcoholic fermented beverages in on-line comments: A content analysis


Aristea Baschali, Effie Tsakalidou, Adamantini Kyriacou, Antonia-Leda Matalas

Introduction: This study examined the information on websites, blogs and forums in on-line comments about homemade non-and low-alcoholic fermented beverages (NAFB and LAFB), and evaluated the main concerns and motivations of people interested in these beverages. Material and methods: This descriptive study assessed the information from 2.349 on-line comments of 20 websites, blogs and forums related to homemade NAFB and LAFB using a content analysis design. Results: From the analysis of the on-line comments, 11 themes of concern of the visitors emerged. The systematic evaluation of the on-line comments as theme categories presented four prominent threads, which are (i) health and preventive nutrition, (ii) ethical and cultural concerns, (iii) homemade food, (iv) web as a promotion tool. Conclusions: Web provides a digital space for exchanging information and educating people in home fermentation of NAFB and LAFB. Home fermenters interested in the preparation and consumption of NAFB and LAFB is a particular group of people with similar themes of concern and motivations.
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