Nutritional information labels and health claims to promote healthy consumption

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asuncion Hernandez-Fernandez ◽  
Ines Kuster-Boluda ◽  
Natalia Vila-Lopez
Keyword(s):  
Body Image ◽  
Purchase Intention ◽  
Food Product ◽  
Health Claims ◽  
Psychological Characteristics ◽  
Content Type ◽  
Nutritional Information ◽  
Positive Attitudes ◽  
Nutritional Label ◽  
Product Attitudes

Purpose Rates of diseases caused by poor diet have seen no reduction in recent years. In this scenario, nutritional information labels and health claims could play a decisive role in modifying product attitudes and purchase intention (consequently, eating habits). In this frame, the first objective is to analyze the role of three antecedents on attitudes toward nutritional labels and credibility from health claims. These three starting antecedents are as follows: psychological characteristics of the consumer associated with eating disorders, body image attitudes and affective reactions (pleasure and arousal). Second, this paper aims to analyze if both elements (attitudes toward nutritional labels and credibility from health claims) improve (or not) food product attitudes and then, its purchase intention. Design/methodology/approach The sample comprised 300 young people between 18 and 25 years old. They provided their opinion about a healthy product by completing a structured and personal questionnaire after inspecting the packaging. Path analysis with partial least squares (PLS) was carried out to test the hypotheses stated. Findings First, psychological characteristics associated with eating disorders (self-concept and self-esteem) have a positive significant influence on body image attitudes. Second, attitudes toward their body image have a great effect on the perception that these consumers have about the information provided by healthy food packaging. Insofar as those whose attitudes toward their body image is “damaged” seek in the nutritional label indications that make them feel calm understanding that the food they are going to buy is not harmful to their health. Moreover, credibility from health claims improves positive attitudes toward the nutritional label. On the contrary, those consumers with higher punctuations in body image assigned lower values to those items concerning nutritional information and health claims in the packaging. Third, if attitudes to nutritional information improve, then product attitudes improve too. Fourth, if product attitudes improve, then purchase intention improves too. So, food product managers should be aware of the need to improve product attitudes by working on the packaging (label and claim) to improve purchase intention. Originality/value First, although previous literature has investigated individual psychological characteristics related to food disorders in the health area, the study of these specific individual psychological characteristics (ineffectiveness, perfectionism, interpersonal distrust, interceptive awareness, maturity fears), is under-researched in the marketing discipline. Second, to date, different authors have investigated how important the use of credibility from health claims in packaging can be in terms of increasing product attitudes and purchase intention, as well as the development of positive attitudes toward nutritional information on the label. However, the joint study of both information sources in the packaging (credibility from health claims and attitudes toward nutritional labels) remains under-investigated.

Examining confirmation biases: implications of sponsor congruency

2018 ◽  
Vol 19 (1) ◽  
pp. 58-73 ◽  
Author(s):  
Michael Devlin ◽  
Andrew C. Billings
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Decision Makers ◽  
Expected Return ◽  
Content Type ◽  
Fan Identification ◽  
Positive Attitudes ◽  
Cognitive Benefits ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to investigate occurrences of confirmation bias existing for sponsors whose brand is congruent to a sport. More specifically, this research investigates: if confirmation biases for congruent brands occur in the absence of exposure, the impact audience segmentation has on sponsorship evaluations by comparing highly identified fans to non-fans, and if congruent sponsors are recalled more often than incongruent sponsors after exposure. Design/methodology/approach An experiment was conducted to measure how exposure, type of sponsor, and fan identification impacts recognition, attitude, and purchase intention. Findings The results confirm sport-congruent brands are more likely to be falsely recognized as a sponsor than non-congruent sponsors in the absence of sponsorship participation. Sport consumers’ confirmation biases yield positive attitudes and purchase intentions for congruent brands even in the absence of immediate exposure. Lastly, exposure has no impact on recall or sponsor outcomes, suggesting the need for articulating the brand’s connection prior to the event to build stronger memory traces. Practical implications Congruent brands should carefully consider investment costs and expected return on investment, noting benefits of participation might be marginal as a result of confirmation biases. Potential sponsors should also understand cognitive benefits begin before exposure to the sponsorship occurs, and therefore need to articulate a connection to the event prior to exposure by consumers. Originality/value The findings suggest the importance of confirmation biases when attempting to reach sport consumers. Some brands may be able to increase recall and recognition even in the absence of exposure, thus helping decision makers when managing budgets.

Nutritional labelling and purchase intention interaction of interpretative food labels with consumers' beliefs and decisions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cayetano Medina-Molina ◽  
Benito Pérez-González
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Food Product ◽  
Negative Evaluation ◽  
Food Labels ◽  
Product Packaging ◽  
Content Type ◽  
Positive Message ◽  
Negative Message

PurposeSpain decided to implement NutriScore with the objective of helping consumers to choose healthier foods. NutriScore is a summary indicator interpretative nutritional labelling. This study aims to verify whether the coexistence with other interpretative labelling may influence NutriScore effectiveness.Design/methodology/approachA questionnaire was used to analyse two different brands in the same category; one of them ranked with a “B” NutriScore rating and the other with a “D” NutriScore rating. The product packaging was shown in four different ways: without indications, with nutrient-specific labels, with summary indicators (NutriScore) and with both interpretative indicators. Having positive and negative evaluations of NutriScore allowed us to assess its impact. Structural equation modelling (SEM), Student t-test and F-test were employed with a sample of 301 questionnaires.FindingsThe different formats of the interpretative labels did not moderate the relationship between perceived healthiness and purchase intention. When a food product is given positive evaluation from NutriScore, nutrient-specific interpretative labelling reinforces the effect of NutriScore. When a food product is given negative evaluation from NutriScore, nutrient specific interpretative labelling cancels the effect of NutriScore on perceived healthiness and purchase intention.Originality/valuePrevious studies have analysed the interaction between NutriScore and nutrient-specific interpretative labels, but they attribute a negative message to the product (warning labels). This study was aimed at analysing the interaction between NutriScore and summary indicators nutrient specific with positive message about the nutritional quality of the food item.

scholarly journals Drivers of local food consumption: a comparative study

2015 ◽  
Vol 117 (9) ◽  
pp. 2282-2299 ◽  
Author(s):  
Constanza Bianchi ◽  
Gary Mortimer
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Local Food ◽  
Extended Model ◽  
Content Type ◽  
Factors Affecting ◽  
Food Purchase ◽  
Positive Attitudes

Purpose – The purpose of this paper is to empirically explore antecedents of local food purchase intention in two food producing countries with different cultural backgrounds. Design/methodology/approach – An online survey was employed to collect data from consumers located in Chile (n=283) and Australia (n=300). A proposed model is tested with structural equation modelling. Findings – Attitude towards consuming local food is a strong and direct driver of intentions to purchase local food in both countries. Attitude towards supporting local agri-businesses and consumer ethnocentrism are found to positively impact attitude towards consuming local food in both countries. Attitude towards local agri-businesses also has a direct effect on intentions to purchase local food in Australia, but not in Chile. Interestingly, subjective norms are not found to affect intentions to consume local food in either country. Research limitations/implications – The paper examines factors affecting the attitude towards and behavioural intention regarding local food consumption and develops an extended model of local food consumption. An outcome of this new model is the inclusion of personal variables, which influence local food purchasing behaviour. Practical implications – Producers and retailers need to develop campaigns explaining how consuming local food supports local businesses and farmers, which will reinforce personal values associated with local consumption. Originality/value – This is the first study to demonstrate that positive attitudes towards local foods are important drivers of local food purchase behaviour, independent of the cultural characteristics or level of economic development within a country.

The role of the fit construct and sponsorship portfolio size for event sponsorship success

2015 ◽  
Vol 49 (5/6) ◽  
pp. 874-893 ◽  
Author(s):  
Manfred Bruhn ◽  
Matthias Holzer
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Attitudes ◽  
Sponsorship Effectiveness ◽  
Portfolio Size ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as a consequence, split the sponsor–event fit into two constructs: the sponsor–artist fit construct and the sponsor–event organizer fit construct. Then, a model is developed and tested that examines the effect of these two constructs and perceived sponsorship portfolio size on sponsorship success. Design/methodology/approach – The model is tested with data from 330 visitors to two different concerts in Switzerland. Real events with non-student samples are examined. The data are tested using Mplus 6.0 structural equation modeling. Findings – Results report that the sponsor–artist fit, the sponsor–event organizer fit and perceived sponsorship portfolio size are important drivers of attitude toward the sponsor. Moreover, sponsorships that cause positive attitudes toward the sponsor are found to enhance willingness to pay a price premium and purchase intention. Practical implications – This paper reveals that it is important for sponsorship managers to correctly consider the fit construct and perceived sponsorship portfolio size for sponsorship success. Additionally, the tested model provides an instrument for measuring sponsorship effectiveness. Originality/value – The current paper reveals new results by investigating the impact of the sponsor–artist fit and the sponsor–event organizer fit on sponsorship success. Furthermore, the current research paper is the first to analyze the effects of a sponsorship portfolio which is not limited to one sponsorship category on sponsorship success.

scholarly journals Do extra ingredients on the package lead to extra calorie estimates?

2019 ◽  
Vol 53 (11) ◽  
pp. 2293-2321 ◽  
Author(s):  
Guowei Zhu ◽  
George Chryssochoidis ◽  
Li Zhou
Keyword(s):  
Purchase Intention ◽  
Food Product ◽  
Product Line ◽  
Food Ingredient ◽  
Food Ingredients ◽  
Content Type ◽  
Verbal Form ◽  
Ethical Implications ◽  
Packaged Food ◽  
The Impact

Purpose This paper aims to address how adding food ingredients to a packaged base food affects consumers’ calorie estimation of the new augmented product. Design/methodology/approach The four performed experiments and analyses of variance demonstrate an underlying psychological mechanism, explained below. Findings Results show that the healthiness of the added food ingredient (AFI) does not matter if the base food is healthy, and consumers’ calorie estimates of the augmented packaged food product are accurate. When, however, the food base is unhealthy, and the AFI is healthy, consumers underestimate the new product calories. This underestimation effect increases further when the healthy ingredients multiply. This underestimation effect endures when these ingredients are presented in a visual form, but it becomes smaller when these ingredients are presented in a verbal form. A justification mechanism is relevant. Research limitations/implications Further research should test across the broader range of the food product matrix. There is a great diversity of AFI presentations, and further research may deal with the impact of AFIs of these different forms on consumers’ calorie estimation and healthiness perceptions. Research may also test sensory-arousing mechanisms that can help understand how consumers perceive the calories of the augmented food. Practical implications The findings suggest that consumers should be cautious of the judgment bias caused by the presence of an AFI on food packages and raise their awareness regarding nutrition implications and dietary effects. From the perspective of food manufacturers, although adding healthy AFIs to unhealthy base foods may increase consumers’ purchase intention and bring higher profits, it may not be sustainable as a marketing strategy in the long term and has immediate ethical implications. Social implications Policymakers should introduce voluntary schemes to monitor and restrict the improper presentation of AFIs, aiming to rule out the abuse of healthy AFIs on unhealthy packaged food. Originality/value This work offers three major original and valuable contributions. It explains the effects of AFIs on calorie estimation and consumer healthiness perceptions in a context not studied before, namely, packaged food products. Next, it advances the literature on consumer judgment error and heuristics concerning product package attributes. As adding ingredients is integral to product line extension decisions, the results also clarify how marketing can safeguard firm social responsibility in combating obesity.

The health halo of morality- and purity-signifying brand names

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clinton Amos ◽  
Jesse King ◽  
Skyler King
Keyword(s):  
Mediation Analysis ◽  
Food Product ◽  
Past Research ◽  
Moderated Mediation ◽  
Underlying Mechanism ◽  
Brand Names ◽  
Health Claims ◽  
Brand Name ◽  
Content Type ◽  
Consumer Inferences

Purpose Past research has demonstrated a health halo for food product labels (e.g. organic), resulting in inflated perceptions of a product’s healthfulness (e.g. low fat). While past studies have focused on labeling and related health claims, the health halo of brand names has scarcely been investigated. This study aims to address this gap by investigating the health halo of brand names featuring morality- and purity-signifiers. Design/methodology/approach The current research uses two experiments to examine the health halo of morality- and purity-signifying brand names on perceptions of nutritional and contaminant attributes. Mediation analysis is performed to investigate perceived naturalness as the mechanism for the brand name effects while moderated mediation analysis examines this mechanism across product types (healthy vs unhealthy). Findings The findings reveal that both the morality- and purity-signifying brand names produce a health halo on nutritional and contaminant attributes, regardless of product healthiness. Further, mediation and moderated mediation analysis provide evidence for perceived naturalness as the underlying mechanism driving these effects. Social implications This research highlights unwarranted consumer inferences made based upon food brand names and, thus has implications for consumers, public policy and marketing managers. Originality/value While much health halo research has focused on labeling, this research examines the health halo of two brand name types which symbolically convey either morality or purity. This research provides additional contributions by investigating perceived naturalness as the underlying mechanism for the effects and is one of the few studies to investigate the health halo for both healthy and unhealthy products.

Influencer marketing: purchase intention and its antecedents

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yi Li ◽  
Yangying Peng
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Source Characteristics ◽  
Positive Attitudes

PurposeThis research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.Originality/valueBy distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.

How to best promote my product? Comparing the effectiveness of sensory, functional and symbolic advertising content in food marketing

2018 ◽  
Vol 120 (8) ◽  
pp. 1792-1806 ◽  
Author(s):  
Janina Haase ◽  
Klaus-Peter Wiedmann ◽  
Jannick Bettels ◽  
Franziska Labenz
Keyword(s):  
Purchase Intention ◽  
Food Product ◽  
Product Evaluation ◽  
Food Marketing ◽  
Contrast Study ◽  
Content Type ◽  
Design Elements ◽  
Product Image ◽  
Research Stream ◽  
Advertising Content

Purpose Advertising is one of the most important components of food marketing. However, there is uncertainty over the optimal means of convincing consumers to buy a product. The purpose of this paper is to examine the effectiveness of advertising content comprising text (sensory, functional and symbolic messages) and pictures (product image) on food product evaluation. Design/methodology/approach Two online experiments investigating strawberry advertisements were performed. Study 1 incorporated only text, whereas study 2 investigated combinations of text and pictures. Analyses of variance were conducted to determine any significant differences among the three texts (sensory, functional and symbolic) and among the combinations of text and pictures. Findings Study 1 revealed no significant differences. All three texts were well received, which shows the relevance of all the product benefits – sensory, functional and symbolic – for food products. In contrast, study 2 identified significant differences. The data analysis indicated that advertising effectiveness increases with the complementarity of the text and picture. Notably, the combination of the product picture and symbolic text was scored the highest for effectiveness. Originality/value The findings provide new insights into advertising design that food firms can use to enhance consumer product evaluations in terms of expected taste, perceived experience and quality, overall attitude and purchase intention. Further, the results contribute to the research stream of food product benefits by highlighting the relevance of sensory, functional and symbolic design elements.

Effect of nutritional information and health claims related to cashew nut and soya milk beverages on consumers’ acceptance and perception

2017 ◽  
Vol 47 (5) ◽  
pp. 721-730 ◽  
Author(s):  
Marina Cabral Rebouças ◽  
Maria do Carmo Passos Rodrigues ◽  
Silvia Maria de Freitas ◽  
Bruno Burnier Arcanjo Ferreira ◽  
Vanderson da Silva Costa
Keyword(s):  
Repeated Measures ◽  
Nutritional Value ◽  
Positive Impact ◽  
Healthy Food ◽  
Health Claims ◽  
Content Type ◽  
Nutritional Information ◽  
Soya Milk ◽  
Cashew Nut ◽  
Nutritional Characteristics

Purpose The number of researches that evaluate how behavioural and personality issues affect consumers’ acceptance and perception of food is increasing. Thus, this study aimed to evaluate the effect of nutritional information and health claims related to soya and cashew nut beverages over consumers’ acceptance and perception regarding nutritional value and healthiness and to verify whether behavioural and personality issues affect such evaluation. Design/methodology/approach The samples were evaluated in two phases, with (blind phase) and without information (informed phase) about their composition, nutritional characteristics and functional claims related to some of their ingredients. The sensory evaluation data were analysed by means of the analysis of variance for repeated measures, applying 2 (information) × 2 (beverage) and generalised linear model to evaluate the effect of information over the acceptance averages, as well as over the perception of healthy food and nutritional value. Findings Information on composition, nutritional characteristics and functional claims related to the cashew nut and soya beverages did not influence flavour acceptance (p-value = 0.250) and overall impression (p-value = 0.316), but had a positive impact on consumers’ perception regarding healthiness (p-value < 0.001) and nutritious value (p-value < 0.001) of both beverages, the cashew nut beverage being perceived as more nutritious and healthier than the soya beverage. Consumers’ different characteristics with respect to their interest in healthy eating (high and low) and food neophobia (neophiliacs and neophobics) did not have any influence on the beverages’ acceptance, as well as on the perception of healthy food and nutritious value. Originality/value This work compares consumers’ acceptance and perception regarding nutritional value and healthiness with relation a totally unique product in the Brazilian market, and in the world, a new functional beverage made from cashew nuts, with a soya-milk beverage. Until this moment, there are no studies comparing consumer acceptance and perception of products based on hydrosoluble extract-base added with fruit juice which evaluate the influence of behavioural and personality characteristics of consumers in their perception and acceptance towards these products.

Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan

2015 ◽  
Vol 28 (1) ◽  
pp. 23-36 ◽  
Author(s):  
Weisheng Chiu ◽  
Ho Keat Leng
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Behavioral Control ◽  
Subjective Norm ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Tertiary Institutions ◽  
Intention To Purchase ◽  
Positive Attitudes ◽  
Sporting Goods

Purpose – The purpose of this paper is to compare the purchase intention of counterfeit sporting goods between Singaporean and Taiwanese students using the Theory of Planned Behavior. Design/methodology/approach – A quantitative approach was taken, collecting data from Singaporean and Taiwanese students studying in tertiary institutions. In total, 295 valid questionnaires were included in the data analysis. Findings – The results showed that consumers’ attitude, subjective norm, and brand consciousness were predictive of purchase intention for both countries, whereas perceived behavioral control had an effect only among Taiwanese students. Further analysis showed that Singapore students had significantly higher positive attitudes toward the purchase of counterfeit sporting goods and higher levels of acceptance from peers in purchasing counterfeits. Research limitations/implications – A limitation of this study was that respondents were selected from the undergraduate population and as such were relatively younger than the general population. Originality/value – The findings of this study provides a better understanding on how these factors affect purchase intention of counterfeit sporting goods across countries.

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