Examining Non-Celiac Consumers of Gluten-Free Products: An Empirical Evidence in Spain

Abstract

This chapter investigates the personal factors that influence intention to purchase glutenfree products (GFPs) in Spain by non-celiac consumers. To achieve this objective, a survey was conducted with 222 consumers in a medium-sized Spanish town, Zaragoza, during March–April 2014 and, ordered bivariate probit model was estimated. The results suggest that intention to purchase is affected not only by self-reported GFP knowledge but also by attitudes toward GFPs, gender, and education level.