A path analysis study of repurchase intention of food with health claim under the effect of food attributes

Abstract

The aim of this study is to identify the influence of food attributes, perceived value, consumer trust and nutritional health behavior that contribute to consumer repurchase intention of foods with health claims. Descriptive Statistics was used to analyze the demographic profile of the 313 sample of respondents. Path analysis was conducted for analyzing the causal and effect relationship between variables expressed by means of a path coefficient. The results showed that there were only indirect effects between food attributes and Intention to repurchase. However, perceived value was shown to have both positive direct and indirect effects on intention to repurchase, which were significantly mediated by nutritional health behavior and consumer trust. Research results suggest food managers develop the value of food products and monitor the customer trust and the changes of market on the food with health claims for the competition in a current environment.