Pub Date : 2021-09-02DOI: 10.1080/10454446.2021.2021119
Tara McGuicken, Gonzalo Palomo‐Vélez
ABSTRACT Costly signaling theory suggests that individuals might be more likely to consume sustainable food products if doing so signals an underlying prosocial value to others. However, it is unclear whether prosocial signals are equally interpreted by others. We study whether consumers of carbon-labeled (vs. non carbon-labeled) products are perceived more positively and if observers’ biospheric values and product prices influence such perceptions. An experimental study (N = 229) assessed participants’ perceptions of consumers of carbon and non-carbon labeled food products described as being either cheaper or more-expensive-than-average. Results indicated that consumers of carbon-labeled products were perceived more positively and that such perceptions were accentuated when observers strongly endorsed biospheric values. Further, positive perceptions of consumers occurred regardless of a product’s price, although effects were strongest amongst observers with high biospheric value endorsement when products were cheap and carbon-labeled. Implications for carbon labeling initiatives and food marketing more generally are discussed.
{"title":"What Do Carbon Labels Signal? the Role of Biospheric Values on Perceptions of “Green” Food Consumers","authors":"Tara McGuicken, Gonzalo Palomo‐Vélez","doi":"10.1080/10454446.2021.2021119","DOIUrl":"https://doi.org/10.1080/10454446.2021.2021119","url":null,"abstract":"ABSTRACT Costly signaling theory suggests that individuals might be more likely to consume sustainable food products if doing so signals an underlying prosocial value to others. However, it is unclear whether prosocial signals are equally interpreted by others. We study whether consumers of carbon-labeled (vs. non carbon-labeled) products are perceived more positively and if observers’ biospheric values and product prices influence such perceptions. An experimental study (N = 229) assessed participants’ perceptions of consumers of carbon and non-carbon labeled food products described as being either cheaper or more-expensive-than-average. Results indicated that consumers of carbon-labeled products were perceived more positively and that such perceptions were accentuated when observers strongly endorsed biospheric values. Further, positive perceptions of consumers occurred regardless of a product’s price, although effects were strongest amongst observers with high biospheric value endorsement when products were cheap and carbon-labeled. Implications for carbon labeling initiatives and food marketing more generally are discussed.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"340 - 364"},"PeriodicalIF":2.9,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41624353","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 : 2021-07-24DOI: 10.1080/10454446.2021.1994079
R. Rahman, M. Zahari, M. Hanafiah, M. N. Mamat
ABSTRACT This study investigates food knowledge and trust effect on consumer purchase behavior for Syubhah semi-processed food by employing the Theory of Reasoned Action (TRA). In addition, the intervening effect of trust was also explored. Using the causal research design, the Muslim consumer experience in purchasing semi-processed food is surveyed. Seven hundred eighty usable questionnaires were successfully collected and analyzed using the Partial-least Square-Structural Equation Modeling (PLS-SEM). Muslim consumers’ knowledge of the semi-process food ingredients composition and Halal certification influence them to purchase Syubhah semi-processed food. Also, trust plays a vital role in influencing their purchase behavior. These pessimistic indications of Syubhah food effect on Muslim consumer purchase behavior carry necessary implications for the semi-process food suppliers and policymakers. This study added a valuable contribution to the Syubhah food consumption literature by assessing the direct effect between knowledge and purchase behavior and the mediating roles of trust among Muslim consumers.
{"title":"Effect of Halal Food Knowledge and Trust on Muslim Consumer Purchase Behavior of Syubhah Semi-Processed Food Products","authors":"R. Rahman, M. Zahari, M. Hanafiah, M. N. Mamat","doi":"10.1080/10454446.2021.1994079","DOIUrl":"https://doi.org/10.1080/10454446.2021.1994079","url":null,"abstract":"ABSTRACT This study investigates food knowledge and trust effect on consumer purchase behavior for Syubhah semi-processed food by employing the Theory of Reasoned Action (TRA). In addition, the intervening effect of trust was also explored. Using the causal research design, the Muslim consumer experience in purchasing semi-processed food is surveyed. Seven hundred eighty usable questionnaires were successfully collected and analyzed using the Partial-least Square-Structural Equation Modeling (PLS-SEM). Muslim consumers’ knowledge of the semi-process food ingredients composition and Halal certification influence them to purchase Syubhah semi-processed food. Also, trust plays a vital role in influencing their purchase behavior. These pessimistic indications of Syubhah food effect on Muslim consumer purchase behavior carry necessary implications for the semi-process food suppliers and policymakers. This study added a valuable contribution to the Syubhah food consumption literature by assessing the direct effect between knowledge and purchase behavior and the mediating roles of trust among Muslim consumers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"319 - 330"},"PeriodicalIF":2.9,"publicationDate":"2021-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47466021","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 : 2021-07-24DOI: 10.1080/10454446.2021.1994080
Meg Herbert, Emma Beacom
ABSTRACT A significant amount of research has emerged in recent years highlighting the nutritional, economic and environmental benefits of using insects as a food source (entomophagy). This study investigates consumer perceptions toward insect-based snack products in the Republic of Ireland, with the aim of generating insights that would help companies achieve future success with these products in the Irish market. A two-phase mixed methods approach was used: (i) online survey, and (ii) online focus groups and consumer idealized design activity. Findings revealed that although the majority had not consumed an insect-based food product before, there was some willingness to try these products, and preferred carriers and flavor combinations were indicated. Further, although this study confirmed that Irish consumers experience many of the barriers to acceptance identified in previous studies, potential drivers to acceptance were also identified, indicating that these barriers could be overcome through product design, education and effective marketing strategies.
{"title":"Exploring Consumer Acceptance of Insect-based Snack Products in Ireland","authors":"Meg Herbert, Emma Beacom","doi":"10.1080/10454446.2021.1994080","DOIUrl":"https://doi.org/10.1080/10454446.2021.1994080","url":null,"abstract":"ABSTRACT A significant amount of research has emerged in recent years highlighting the nutritional, economic and environmental benefits of using insects as a food source (entomophagy). This study investigates consumer perceptions toward insect-based snack products in the Republic of Ireland, with the aim of generating insights that would help companies achieve future success with these products in the Irish market. A two-phase mixed methods approach was used: (i) online survey, and (ii) online focus groups and consumer idealized design activity. Findings revealed that although the majority had not consumed an insect-based food product before, there was some willingness to try these products, and preferred carriers and flavor combinations were indicated. Further, although this study confirmed that Irish consumers experience many of the barriers to acceptance identified in previous studies, potential drivers to acceptance were also identified, indicating that these barriers could be overcome through product design, education and effective marketing strategies.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"267 - 290"},"PeriodicalIF":2.9,"publicationDate":"2021-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42551858","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 : 2021-07-24DOI: 10.1080/10454446.2021.1994078
Pranay Verma, M. Pant
ABSTRACT The purpose of this study is to examine the direct and indirect impacts of price verification and product display on satisfaction of online grocery shoppers and their online repatronage intention via customer loyalty in the presence of social influence and perceived risk. It checks for the effect of gender and marital status on the relationships. A questionnaire-based survey collected data from 458 customers of online grocery stores. The findings show that price verification and product display are important for assortment satisfaction; assortment satisfaction influences overall satisfaction; overall satisfaction influences customer loyalty and online repatronage intention. There is evidence of significant interaction effect between price verification and gender, the presence of price verification decreases both product display and assortment satisfaction for both males and females. A new input output framework is developed by extending the input by including price verification, product display, social influence and perceived risk.
{"title":"The Effect of Price Verification, Product Display, Assortment Satisfaction upon Overall Satisfaction, Online Repatronage Intention, and Customer Loyalty","authors":"Pranay Verma, M. Pant","doi":"10.1080/10454446.2021.1994078","DOIUrl":"https://doi.org/10.1080/10454446.2021.1994078","url":null,"abstract":"ABSTRACT The purpose of this study is to examine the direct and indirect impacts of price verification and product display on satisfaction of online grocery shoppers and their online repatronage intention via customer loyalty in the presence of social influence and perceived risk. It checks for the effect of gender and marital status on the relationships. A questionnaire-based survey collected data from 458 customers of online grocery stores. The findings show that price verification and product display are important for assortment satisfaction; assortment satisfaction influences overall satisfaction; overall satisfaction influences customer loyalty and online repatronage intention. There is evidence of significant interaction effect between price verification and gender, the presence of price verification decreases both product display and assortment satisfaction for both males and females. A new input output framework is developed by extending the input by including price verification, product display, social influence and perceived risk.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"291 - 318"},"PeriodicalIF":2.9,"publicationDate":"2021-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46330723","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 : 2021-06-13DOI: 10.1080/10454446.2021.1980755
H. Bayram, Arda Ozturkcan
ABSTRACT Nutrient profiling (NP) is a growing issue in Turkey. We aimed to assess two different NP models (the Health Star Rating (HSR) and Pan American Health Organization models (PAHO)) based on the content of packaged products sold in Turkey. A cross-sectional study was conducted from April to December 2020. Three supermarkets in Turkey were chosen for this study. Nutritional label information and ingredient lists of the packaged products were obtained in the stores. A total of 2,986 products were analyzed. In total, 39.5% of all products were classified as “unhealthy”; 24.7% of products had excess free sugars, and 11.5% had excess sodium according to the PAHO model. Under the HSR model, 29.3% of all products were “unhealthy” with <3.5 stars. The greatest striking differences were found for some of the food groups. Our results could provide an assessment of packaged foods and beverages sold in Turkey for enhancing nutritional quality.
{"title":"Nutrition Quality of the Turkey Packaged Foods and Beverages: A Comparison of Two Nutrient Profile Models","authors":"H. Bayram, Arda Ozturkcan","doi":"10.1080/10454446.2021.1980755","DOIUrl":"https://doi.org/10.1080/10454446.2021.1980755","url":null,"abstract":"ABSTRACT Nutrient profiling (NP) is a growing issue in Turkey. We aimed to assess two different NP models (the Health Star Rating (HSR) and Pan American Health Organization models (PAHO)) based on the content of packaged products sold in Turkey. A cross-sectional study was conducted from April to December 2020. Three supermarkets in Turkey were chosen for this study. Nutritional label information and ingredient lists of the packaged products were obtained in the stores. A total of 2,986 products were analyzed. In total, 39.5% of all products were classified as “unhealthy”; 24.7% of products had excess free sugars, and 11.5% had excess sodium according to the PAHO model. Under the HSR model, 29.3% of all products were “unhealthy” with <3.5 stars. The greatest striking differences were found for some of the food groups. Our results could provide an assessment of packaged foods and beverages sold in Turkey for enhancing nutritional quality.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"255 - 265"},"PeriodicalIF":2.9,"publicationDate":"2021-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45959281","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 : 2021-06-13DOI: 10.1080/10454446.2021.1971589
Mark L. Lang, Gary Beemer, Paula Fernandez Gaviria
ABSTRACT In spite of product quality improvements, young adults are turning away from Quick Service Restaurant chains in pursuit of a healthier diet and lifestyle. Restaurants struggle to communicate improvements to this skeptical audience that is also shifting away from traditional media. An innovative video demonstration is introduced as a form of online advertising that may break through to young adults and influence their perceptions and attitudes. This study tests whether this approach can influence young adult perceptions and attitudes toward product quality for McDonald’s restaurants in the USA. Results show that not only can this type of video influence perceptions of product quality, but their influence can also extend to attitudes toward the restaurant experience and behavioral intentions overall. Results respond directly to several questions in the communications literature regarding online video advertising and its effectiveness. Results also provide guidance to marketing practitioners on what may be effective message and creative strategies.
{"title":"Impact of an Innovative Video Demonstration on Perceptions and Attitudes Toward McDonald’s Product Quality","authors":"Mark L. Lang, Gary Beemer, Paula Fernandez Gaviria","doi":"10.1080/10454446.2021.1971589","DOIUrl":"https://doi.org/10.1080/10454446.2021.1971589","url":null,"abstract":"ABSTRACT In spite of product quality improvements, young adults are turning away from Quick Service Restaurant chains in pursuit of a healthier diet and lifestyle. Restaurants struggle to communicate improvements to this skeptical audience that is also shifting away from traditional media. An innovative video demonstration is introduced as a form of online advertising that may break through to young adults and influence their perceptions and attitudes. This study tests whether this approach can influence young adult perceptions and attitudes toward product quality for McDonald’s restaurants in the USA. Results show that not only can this type of video influence perceptions of product quality, but their influence can also extend to attitudes toward the restaurant experience and behavioral intentions overall. Results respond directly to several questions in the communications literature regarding online video advertising and its effectiveness. Results also provide guidance to marketing practitioners on what may be effective message and creative strategies.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"243 - 254"},"PeriodicalIF":2.9,"publicationDate":"2021-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43659384","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 : 2021-06-13DOI: 10.1080/10454446.2021.1965063
Cassandra Shruti Sundaraja, D. Hine, A. Alex, Suzanne M. Cosh, A. Lykins
ABSTRACT Green consumption refers to consumer decision-making that prioritizes the environmental impacts of purchases. The aim of the current research was to identify factors that influence consumers to purchase sustainable palm oil (SPO) products. Semi-structured interviews were conducted with 13 adult residents of Australia, transcribed, and subjected to framework analysis, with sub-themes classified under main themes of capability, opportunity, and motivation. While several sub-themes emerged, those barriers unique to SPO purchasing behavior included a lack of knowledge combined with contradictory information on the best course of action, palm oil being a hidden ingredient that is often not labeled such, and reduced availability and/or visibility of SPO containing products. These barriers are difficult for consumers to overcome on their own. Policy and structural modifications to procurement and labeling, as well as widespread awareness campaigns with a uniform message, could assist in providing a platform for consumer reform.
{"title":"Can Consumers Do It All? An Exploration of Factors that Influence the Purchase of Sustainable Palm Oil Products","authors":"Cassandra Shruti Sundaraja, D. Hine, A. Alex, Suzanne M. Cosh, A. Lykins","doi":"10.1080/10454446.2021.1965063","DOIUrl":"https://doi.org/10.1080/10454446.2021.1965063","url":null,"abstract":"ABSTRACT Green consumption refers to consumer decision-making that prioritizes the environmental impacts of purchases. The aim of the current research was to identify factors that influence consumers to purchase sustainable palm oil (SPO) products. Semi-structured interviews were conducted with 13 adult residents of Australia, transcribed, and subjected to framework analysis, with sub-themes classified under main themes of capability, opportunity, and motivation. While several sub-themes emerged, those barriers unique to SPO purchasing behavior included a lack of knowledge combined with contradictory information on the best course of action, palm oil being a hidden ingredient that is often not labeled such, and reduced availability and/or visibility of SPO containing products. These barriers are difficult for consumers to overcome on their own. Policy and structural modifications to procurement and labeling, as well as widespread awareness campaigns with a uniform message, could assist in providing a platform for consumer reform.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"223 - 242"},"PeriodicalIF":2.9,"publicationDate":"2021-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43283465","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 : 2021-05-04DOI: 10.1080/10454446.2021.1955799
Emma Beacom, J. Bogue, Lana Repar
ABSTRACT This study examined plant-based product (PBP) consumption, related motivations and barriers, and PBP attributes of importance. An online survey collected responses (n = 456) from PBP consumers and non-PBP consumers in the Republic of Ireland (ROI) and the United Kingdom (UK). Responses were analyzed using univariate statistics, binary logistic regression, and Principal Component Analysis. Females, and those living in urban areas were more likely to consume PBPs. Primary motivations for consumption were ‘sustainability,’ ‘animal welfare’ and ‘health.’ Barriers to consumption for non-PBP consumers were ‘not seeing a need to change their diet’ and ‘taste.’ Taste, health, and product information on the label were cited as the most important PBP attributes. Findings are of relevance to PBP manufacturers and marketers; the paper presents related recommendations for PBP marketing strategies, considers how best to target both usage segments (PBP and non-PBP consumers), and evaluates the usefulness of a usage segmentation approach for this product category.
{"title":"Market-oriented Development of Plant-based Food and Beverage Products: A Usage Segmentation Approach","authors":"Emma Beacom, J. Bogue, Lana Repar","doi":"10.1080/10454446.2021.1955799","DOIUrl":"https://doi.org/10.1080/10454446.2021.1955799","url":null,"abstract":"ABSTRACT This study examined plant-based product (PBP) consumption, related motivations and barriers, and PBP attributes of importance. An online survey collected responses (n = 456) from PBP consumers and non-PBP consumers in the Republic of Ireland (ROI) and the United Kingdom (UK). Responses were analyzed using univariate statistics, binary logistic regression, and Principal Component Analysis. Females, and those living in urban areas were more likely to consume PBPs. Primary motivations for consumption were ‘sustainability,’ ‘animal welfare’ and ‘health.’ Barriers to consumption for non-PBP consumers were ‘not seeing a need to change their diet’ and ‘taste.’ Taste, health, and product information on the label were cited as the most important PBP attributes. Findings are of relevance to PBP manufacturers and marketers; the paper presents related recommendations for PBP marketing strategies, considers how best to target both usage segments (PBP and non-PBP consumers), and evaluates the usefulness of a usage segmentation approach for this product category.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"204 - 222"},"PeriodicalIF":2.9,"publicationDate":"2021-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42115297","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 : 2021-05-04DOI: 10.1080/10454446.2021.1955798
Siddharth Bhatt, Hongjun Ye, Jonathan Michael Deutsch, Haeyoung Jeong, Jintao Zhang, R. Suri
ABSTRACT Upcycled foods, made from ingredients that are generally discarded, are a promising new category of foods that could help reduce food waste. However, the commercial success of upcycled foods hinges on consumer acceptance of these foods. This research finds that consumers see many benefits of upcycled foods but also have concerns about the quality of these foods. Based on these findings, we posit that appropriate marketing communications that address the concerns and highlight the benefits could improve acceptability of upcycled foods. We propose that an appropriate upcycled logo is a necessary and key element in marketing communications about these foods. Using a theoretical lens, we predict and empirically demonstrate that an appropriately designed upcycled logo increases perceived quality and, in turn, consumers’ willingness to buy these foods. Findings from a series of studies suggest a marketing communication design strategy that will help increase consumer acceptance of upcycled foods.
{"title":"Food Waste and Upcycled Foods: Can a Logo Increase Acceptance of Upcycled Foods?","authors":"Siddharth Bhatt, Hongjun Ye, Jonathan Michael Deutsch, Haeyoung Jeong, Jintao Zhang, R. Suri","doi":"10.1080/10454446.2021.1955798","DOIUrl":"https://doi.org/10.1080/10454446.2021.1955798","url":null,"abstract":"ABSTRACT Upcycled foods, made from ingredients that are generally discarded, are a promising new category of foods that could help reduce food waste. However, the commercial success of upcycled foods hinges on consumer acceptance of these foods. This research finds that consumers see many benefits of upcycled foods but also have concerns about the quality of these foods. Based on these findings, we posit that appropriate marketing communications that address the concerns and highlight the benefits could improve acceptability of upcycled foods. We propose that an appropriate upcycled logo is a necessary and key element in marketing communications about these foods. Using a theoretical lens, we predict and empirically demonstrate that an appropriately designed upcycled logo increases perceived quality and, in turn, consumers’ willingness to buy these foods. Findings from a series of studies suggest a marketing communication design strategy that will help increase consumer acceptance of upcycled foods.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"188 - 203"},"PeriodicalIF":2.9,"publicationDate":"2021-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1955798","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47972964","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 : 2021-05-04DOI: 10.1080/10454446.2021.1944418
Samrat Bharadwaj, Dr. Pranjal Bezborah
ABSTRACT The present study ponders a significant type of non-monetary form of sales promotion called freebies. It refers to offering a gift of some worth to the customer along with the product purchased. While prior studies focused primarily on monetary forms of sales promotion, a very minimal number of works were conducted on its counterpart. The study bridges the gap between non-monetary sales promotion and brand loyalty in India and inspects into Generation Z consumer behavior toward dietary supplements. It checks whether a freebie campaign influences perceived quality, customer perceived value and purchase intentions. It also investigates the role of the variables as mediators and inspects whether they play any role between freebies and brand loyalty. Intercept method of data collection is applied for the survey across 388 health-conscious respondents. Regression and mediation analysis present that freebies influence the variables positively and partial mediation exists between the causal and outcome variable.
{"title":"Decoding Consumer Psychology toward Dietary Supplements: A Mediation analysis between Freebies and Brand Loyalty","authors":"Samrat Bharadwaj, Dr. Pranjal Bezborah","doi":"10.1080/10454446.2021.1944418","DOIUrl":"https://doi.org/10.1080/10454446.2021.1944418","url":null,"abstract":"ABSTRACT The present study ponders a significant type of non-monetary form of sales promotion called freebies. It refers to offering a gift of some worth to the customer along with the product purchased. While prior studies focused primarily on monetary forms of sales promotion, a very minimal number of works were conducted on its counterpart. The study bridges the gap between non-monetary sales promotion and brand loyalty in India and inspects into Generation Z consumer behavior toward dietary supplements. It checks whether a freebie campaign influences perceived quality, customer perceived value and purchase intentions. It also investigates the role of the variables as mediators and inspects whether they play any role between freebies and brand loyalty. Intercept method of data collection is applied for the survey across 388 health-conscious respondents. Regression and mediation analysis present that freebies influence the variables positively and partial mediation exists between the causal and outcome variable.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"173 - 187"},"PeriodicalIF":2.9,"publicationDate":"2021-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1944418","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49299128","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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