Pub Date : 2020-05-27DOI: 10.1080/10454446.2020.1767748
J. C. Anetoh, Justitia O. Nnabuko, V. O. Okolo, V. Anetoh
ABSTRACT This paper examined the influence of visual, gustatory, tactile, and olfactory attributes of malt brands on consumer purchase in Nigeria. The study adopted a quantitative research design. Structural Equation Modeling technique was employed to test the hypothesized relationships at 5% level of significance. The findings revealed that visual, gustatory, tactile, and olfactory attributes of malt brands had significant influences on consumer purchase intentions. The findings also show a significant association between consumers’ purchase intentions and actual purchase decisions. The results obtained are for exploratory purposes which have many implications for food and beverage companies.
{"title":"Sensory Attributes of Malt Drinks and Consumer Purchase Decisions","authors":"J. C. Anetoh, Justitia O. Nnabuko, V. O. Okolo, V. Anetoh","doi":"10.1080/10454446.2020.1767748","DOIUrl":"https://doi.org/10.1080/10454446.2020.1767748","url":null,"abstract":"ABSTRACT This paper examined the influence of visual, gustatory, tactile, and olfactory attributes of malt brands on consumer purchase in Nigeria. The study adopted a quantitative research design. Structural Equation Modeling technique was employed to test the hypothesized relationships at 5% level of significance. The findings revealed that visual, gustatory, tactile, and olfactory attributes of malt brands had significant influences on consumer purchase intentions. The findings also show a significant association between consumers’ purchase intentions and actual purchase decisions. The results obtained are for exploratory purposes which have many implications for food and beverage companies.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"317 - 343"},"PeriodicalIF":2.9,"publicationDate":"2020-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1767748","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45967000","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-03DOI: 10.1080/10454446.2020.1765936
Francielle Frizzo, Helison Bertoli Alves Dias, Nayara Pereira Duarte, Denise Gabriela Rodrigues, P. H. M. Prado
ABSTRACT The present research suggests a new perspective to investigate the downstream effect of the production method on consumer responses. The authors propose that the higher behavioral intentions (e.g., likelihood to purchase and willingness to pay a premium price) assigned to handmade products can be attributed to the perceived naturalness and authenticity associated with the production method. The findings of three experimental studies confirm these predictions. They show that due to perceptions of naturalness, consumers view handmade products as more authentic and valuable than identical products made by machines or automated processes. This research has relevant implications for theories about production method and authenticity and its related psychological mechanisms in the consumption context as well as marketing practice.
{"title":"The Genuine Handmade: How the Production Method Influences Consumers’ Behavioral Intentions through Naturalness and Authenticity","authors":"Francielle Frizzo, Helison Bertoli Alves Dias, Nayara Pereira Duarte, Denise Gabriela Rodrigues, P. H. M. Prado","doi":"10.1080/10454446.2020.1765936","DOIUrl":"https://doi.org/10.1080/10454446.2020.1765936","url":null,"abstract":"ABSTRACT The present research suggests a new perspective to investigate the downstream effect of the production method on consumer responses. The authors propose that the higher behavioral intentions (e.g., likelihood to purchase and willingness to pay a premium price) assigned to handmade products can be attributed to the perceived naturalness and authenticity associated with the production method. The findings of three experimental studies confirm these predictions. They show that due to perceptions of naturalness, consumers view handmade products as more authentic and valuable than identical products made by machines or automated processes. This research has relevant implications for theories about production method and authenticity and its related psychological mechanisms in the consumption context as well as marketing practice.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"279 - 296"},"PeriodicalIF":2.9,"publicationDate":"2020-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1765936","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48986364","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-03DOI: 10.1080/10454446.2020.1766626
T. Lucchese-Cheung, L. K. Aguiar, R. da Silva, Matheus Wemerson Gomes Pereira
ABSTRACT Entomophagy has grown in interest as an alternative source of protein that could complement future demand for meat products. As a novel food, there are still many barriers to the adoption in western countries. Based on three models, the Theory of Planned Behavior, Expectancy Value and SPARTA, a new model is proposed. It considers key factors that could most influence consumers about their intentions, rejection and determinant behaviors regarding the extent insects such as crickets and cricket protein could replace animal protein in Brazil. Data from a sample of 404 respondents was analyzed using Structural Equation Modeling. The results reveal the positive influence of the perceived Behavioral Control and the negative influence of Subjective Norm as the main determinants of the intention to consume insects. The theoretical contribution of the research was the construction of a comprehensive and replicable converged behavioral model for application in the food innovation sector.
{"title":"Determinants of the Intention to Consume Edible Insects in Brazil","authors":"T. Lucchese-Cheung, L. K. Aguiar, R. da Silva, Matheus Wemerson Gomes Pereira","doi":"10.1080/10454446.2020.1766626","DOIUrl":"https://doi.org/10.1080/10454446.2020.1766626","url":null,"abstract":"ABSTRACT Entomophagy has grown in interest as an alternative source of protein that could complement future demand for meat products. As a novel food, there are still many barriers to the adoption in western countries. Based on three models, the Theory of Planned Behavior, Expectancy Value and SPARTA, a new model is proposed. It considers key factors that could most influence consumers about their intentions, rejection and determinant behaviors regarding the extent insects such as crickets and cricket protein could replace animal protein in Brazil. Data from a sample of 404 respondents was analyzed using Structural Equation Modeling. The results reveal the positive influence of the perceived Behavioral Control and the negative influence of Subjective Norm as the main determinants of the intention to consume insects. The theoretical contribution of the research was the construction of a comprehensive and replicable converged behavioral model for application in the food innovation sector.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"297 - 316"},"PeriodicalIF":2.9,"publicationDate":"2020-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1766626","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45152869","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-03DOI: 10.1080/10454446.2020.1765935
D. S. Monteiro, Charlotte Brockbank, G. Heron
ABSTRACT The higher education sector provides catering services for a significant number of internal and external meetings, conferences, and other events. Recent studies suggest that event catering is a significant generator of food waste. This research has two main aims: (a) to understand how leftover food in catered meetings or events is generated; and (b) describe how environmental factors and the person ordering catering service influence it. Combining physical waste measures with a survey to event organizers this work quantifies food waste generated events at a University in the Northeast of England. We find there are significant differences in the average waste across venues and key food categories. Regarding the impact of the person ordering food, the results suggest that experienced event organizers significantly waste, on average, around eleven percent less food.
{"title":"Food Waste in Event Catering: A Case Study in Higher Education","authors":"D. S. Monteiro, Charlotte Brockbank, G. Heron","doi":"10.1080/10454446.2020.1765935","DOIUrl":"https://doi.org/10.1080/10454446.2020.1765935","url":null,"abstract":"ABSTRACT The higher education sector provides catering services for a significant number of internal and external meetings, conferences, and other events. Recent studies suggest that event catering is a significant generator of food waste. This research has two main aims: (a) to understand how leftover food in catered meetings or events is generated; and (b) describe how environmental factors and the person ordering catering service influence it. Combining physical waste measures with a survey to event organizers this work quantifies food waste generated events at a University in the Northeast of England. We find there are significant differences in the average waste across venues and key food categories. Regarding the impact of the person ordering food, the results suggest that experienced event organizers significantly waste, on average, around eleven percent less food.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"262 - 278"},"PeriodicalIF":2.9,"publicationDate":"2020-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1765935","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41825314","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-04-27DOI: 10.1080/10454446.2020.1757554
Edward Shih-Tse Wang, Yun-Hsuan Chu
ABSTRACT The functional food industry has been growing because consumers increasingly recognize the nutritional benefits of functional foods. This study investigated the effect of personal psychological characteristics (i.e., long-term orientation [LTO], safety consciousness, and health consciousness) on consumer attitudes and intention to repurchase certified functional foods. We collected 398 valid questionnaires from Taiwanese consumers of certified functional foods. Data were analyzed using structural equation modeling. Results revealed that LTO and safety consciousness positively affect health consciousness, which consequently affects consumers’ attitude toward and repurchase of certified functional foods. In addition, LTO resulted in a more positive attitude toward certified functional foods. These findings aid functional food marketers in their formulation of marketing communication and marketing strategies.
{"title":"Influence of Consumer’s Long-term Orientation and Safety Consciousness on Intention to Repurchase Certified Functional Foods","authors":"Edward Shih-Tse Wang, Yun-Hsuan Chu","doi":"10.1080/10454446.2020.1757554","DOIUrl":"https://doi.org/10.1080/10454446.2020.1757554","url":null,"abstract":"ABSTRACT The functional food industry has been growing because consumers increasingly recognize the nutritional benefits of functional foods. This study investigated the effect of personal psychological characteristics (i.e., long-term orientation [LTO], safety consciousness, and health consciousness) on consumer attitudes and intention to repurchase certified functional foods. We collected 398 valid questionnaires from Taiwanese consumers of certified functional foods. Data were analyzed using structural equation modeling. Results revealed that LTO and safety consciousness positively affect health consciousness, which consequently affects consumers’ attitude toward and repurchase of certified functional foods. In addition, LTO resulted in a more positive attitude toward certified functional foods. These findings aid functional food marketers in their formulation of marketing communication and marketing strategies.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"247 - 261"},"PeriodicalIF":2.9,"publicationDate":"2020-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1757554","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43201458","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-23DOI: 10.1080/10454446.2020.1755404
T. Ndofirepi, Nomagugu Mamsa, P. Rambe
ABSTRACT This paper examines whether a proposed set of factors explains consumers’ acceptance of artificial food sweeteners in a selected developing country. A quantitative cross-sectional survey was conducted on 938 female respondents aged between 18 and 24 who resided in the three largest cities in Zimbabwe (i.e., Harare, Bulawayo, and Gweru). Data collected in 2019 and 2020 were analyzed using partial least squares structural equation modeling. The ‘health consciousness’ and ‘preference for natural products’ variables had a significant negative predictive influence on the ‘acceptance of artificial sweeteners’ variable. However, ‘trust in regulators’ had a positive effect on the same outcome variable. Moreover, the ‘negative attitude toward sugars’ variable significantly moderated the relationship between ‘preference for natural products’ and ‘acceptance of artificial sweeteners.’ These findings have fundamental practical implications related to the marketing of food innovations in Zimbabwe where deceptive marketing strategies continue to threaten consumers’ welfare and affect their receptiveness to new products.
{"title":"Explaining the Market Acceptance of Artificial Sweeteners in a Developing Country: Evidence from Female Young Adults in Zimbabwe","authors":"T. Ndofirepi, Nomagugu Mamsa, P. Rambe","doi":"10.1080/10454446.2020.1755404","DOIUrl":"https://doi.org/10.1080/10454446.2020.1755404","url":null,"abstract":"ABSTRACT This paper examines whether a proposed set of factors explains consumers’ acceptance of artificial food sweeteners in a selected developing country. A quantitative cross-sectional survey was conducted on 938 female respondents aged between 18 and 24 who resided in the three largest cities in Zimbabwe (i.e., Harare, Bulawayo, and Gweru). Data collected in 2019 and 2020 were analyzed using partial least squares structural equation modeling. The ‘health consciousness’ and ‘preference for natural products’ variables had a significant negative predictive influence on the ‘acceptance of artificial sweeteners’ variable. However, ‘trust in regulators’ had a positive effect on the same outcome variable. Moreover, the ‘negative attitude toward sugars’ variable significantly moderated the relationship between ‘preference for natural products’ and ‘acceptance of artificial sweeteners.’ These findings have fundamental practical implications related to the marketing of food innovations in Zimbabwe where deceptive marketing strategies continue to threaten consumers’ welfare and affect their receptiveness to new products.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"225 - 245"},"PeriodicalIF":2.9,"publicationDate":"2020-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1755404","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43312137","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-23DOI: 10.1080/10454446.2020.1745347
Sadílek Tomáš
ABSTRACT The article presents findings of research on consumer behavior in the market of foodstuffs assigned quality labels in the Czech Republic. The sample of the research was 444 respondents interviewed in 2016 in front of retail stores. The aim of the article is to identify important factors that influence customers’ decision-making process when purchasing food products, as well as how the order of factors influences consumers’ decisions when they are buying foodstuffs, and learn respondents’ opinions about food products marked with quality labels, including a presentation of specific examples of Czech food quality labels. Based on the research, the most important factors for the customer are the price, origin, and quality of the product. A food quality label was in the seventh position.
{"title":"Examining Attitudes Toward Food Quality Labels: Evidence from Czechia","authors":"Sadílek Tomáš","doi":"10.1080/10454446.2020.1745347","DOIUrl":"https://doi.org/10.1080/10454446.2020.1745347","url":null,"abstract":"ABSTRACT The article presents findings of research on consumer behavior in the market of foodstuffs assigned quality labels in the Czech Republic. The sample of the research was 444 respondents interviewed in 2016 in front of retail stores. The aim of the article is to identify important factors that influence customers’ decision-making process when purchasing food products, as well as how the order of factors influences consumers’ decisions when they are buying foodstuffs, and learn respondents’ opinions about food products marked with quality labels, including a presentation of specific examples of Czech food quality labels. Based on the research, the most important factors for the customer are the price, origin, and quality of the product. A food quality label was in the seventh position.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"197 - 211"},"PeriodicalIF":2.9,"publicationDate":"2020-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1745347","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45342919","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-23DOI: 10.1080/10454446.2020.1754313
Jonathan L. Blitstein, F. Frentz, S. J. Jilcott Pitts
ABSTRACT The growth in online grocery shopping has prompted research into why consumers are shifting food acquisition practices. Most research has relied on either confirmatory approaches (i.e., multiple choice surveys) that limit consumer input or ethnographic approaches that provide more in-depth understanding of consumer experience but are limited to a handful of participants. The present study fills a gap in the existing literature by using open-ended responses from many participants to derive and quantify consumer motivations and benefits of online grocery shopping. Data about online grocery shopping was collected in the United States and Germany from participants who were 18 years of age or older and the primary household food shopper. A qualitatively driven, mixed-methods approach using a bottom-up, content analysis methodology with emergent coding resulted in over 1,000 open-ended responses provided by almost 400 individuals. Data synthesis yielded 51 separate benefits that clustered into eight motivation categories. Findings demonstrate that consumers are grocery shopping online for an array of reasons, ranging from economizing to expressing aspects of their social identity. The benefits that were most often mentioned are functional, utilitarian needs such as saving of money and time, or the increased availability and accessibility of products.
{"title":"A Mixed-method Examination of Reported Benefits of Online Grocery Shopping in the United States and Germany: Is Health a Factor?","authors":"Jonathan L. Blitstein, F. Frentz, S. J. Jilcott Pitts","doi":"10.1080/10454446.2020.1754313","DOIUrl":"https://doi.org/10.1080/10454446.2020.1754313","url":null,"abstract":"ABSTRACT The growth in online grocery shopping has prompted research into why consumers are shifting food acquisition practices. Most research has relied on either confirmatory approaches (i.e., multiple choice surveys) that limit consumer input or ethnographic approaches that provide more in-depth understanding of consumer experience but are limited to a handful of participants. The present study fills a gap in the existing literature by using open-ended responses from many participants to derive and quantify consumer motivations and benefits of online grocery shopping. Data about online grocery shopping was collected in the United States and Germany from participants who were 18 years of age or older and the primary household food shopper. A qualitatively driven, mixed-methods approach using a bottom-up, content analysis methodology with emergent coding resulted in over 1,000 open-ended responses provided by almost 400 individuals. Data synthesis yielded 51 separate benefits that clustered into eight motivation categories. Findings demonstrate that consumers are grocery shopping online for an array of reasons, ranging from economizing to expressing aspects of their social identity. The benefits that were most often mentioned are functional, utilitarian needs such as saving of money and time, or the increased availability and accessibility of products.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"212 - 224"},"PeriodicalIF":2.9,"publicationDate":"2020-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1754313","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47529398","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-16DOI: 10.1080/10454446.2020.1740129
Håvard Hansen, E. L. Melbye
ABSTRACT Previous research on consumer’s evaluation of how good or bad a food product tastes have found that activating memory-based perceptions or presenting non-taste related product information influence the taste judgment. In this study, we extend this stream of research by introducing a cognitive load manipulation, and hypothesize that the effect of negative product information on taste evaluations is reversed under conditions of high cognitive load. A 3-cell between-subjects experimental design was employed to test this assumption, and the results show that cognitive load in fact reverses the previously found effect. In addition, an equal negative effect on purchase intentions and product popularity is also reversed. Theoretical implications for food marketing are offered based on the findings.
{"title":"Negative Information, Cognitive Load, and Taste Perceptions","authors":"Håvard Hansen, E. L. Melbye","doi":"10.1080/10454446.2020.1740129","DOIUrl":"https://doi.org/10.1080/10454446.2020.1740129","url":null,"abstract":"ABSTRACT Previous research on consumer’s evaluation of how good or bad a food product tastes have found that activating memory-based perceptions or presenting non-taste related product information influence the taste judgment. In this study, we extend this stream of research by introducing a cognitive load manipulation, and hypothesize that the effect of negative product information on taste evaluations is reversed under conditions of high cognitive load. A 3-cell between-subjects experimental design was employed to test this assumption, and the results show that cognitive load in fact reverses the previously found effect. In addition, an equal negative effect on purchase intentions and product popularity is also reversed. Theoretical implications for food marketing are offered based on the findings.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"185 - 196"},"PeriodicalIF":2.9,"publicationDate":"2020-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1740129","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42281747","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-02-12DOI: 10.1080/10454446.2020.1738971
R. Uribe, Enrique Manzur, C. Cornejo
ABSTRACT FOP food-labeling systems seek to inform on a product`s healthy/unhealthy state and signal a product`s healthiness level. Research in this area has focused primarily on exploring the healthy/unhealthy dimension, leaving the effect of FOP schemes on the perception of healthiness under-researched. The objective of this study is to evaluate how an increase or decrease in the number of warning signs in the packaging of food products affects the healthiness perception of the consumer and the subsequent purchase intention. This examination is developed by comparing utilitarian and utilitarian food products as a means to examine whether FOP labeling effects are moderated by prior buying motivations. Results show that a different number of warnings is correctly perceived and used by consumers. Results also reveal that utilitarian products are more affected by the presence of one warning and in the case of these products these differences disappear when the number of warnings increases.
{"title":"Varying the Number of FOP Warnings on Hedonic and Utilitarian Food Products: Evidence from Chile","authors":"R. Uribe, Enrique Manzur, C. Cornejo","doi":"10.1080/10454446.2020.1738971","DOIUrl":"https://doi.org/10.1080/10454446.2020.1738971","url":null,"abstract":"ABSTRACT FOP food-labeling systems seek to inform on a product`s healthy/unhealthy state and signal a product`s healthiness level. Research in this area has focused primarily on exploring the healthy/unhealthy dimension, leaving the effect of FOP schemes on the perception of healthiness under-researched. The objective of this study is to evaluate how an increase or decrease in the number of warning signs in the packaging of food products affects the healthiness perception of the consumer and the subsequent purchase intention. This examination is developed by comparing utilitarian and utilitarian food products as a means to examine whether FOP labeling effects are moderated by prior buying motivations. Results show that a different number of warnings is correctly perceived and used by consumers. Results also reveal that utilitarian products are more affected by the presence of one warning and in the case of these products these differences disappear when the number of warnings increases.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"123 - 143"},"PeriodicalIF":2.9,"publicationDate":"2020-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1738971","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42989379","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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