Pub Date : 2021-01-02DOI: 10.1080/10454446.2021.1881861
M. Javed, F. Malik, T. Awan, R. Khan
ABSTRACT This study examines behaviors leading to the intention to post food photos on social media. The embedded correlational mixed methods approach was used through two studies. The quantitative study was accomplished by surveying 540 respondents through a survey. The qualitative study encompassed two contrived environmental experiments, and themes were identified for narrative analysis. This mixed-method approach helped align findings and ensure generalizability. It was found that behavioral intentions to post food photos on social media are dependent on subjective norms, perceived behavioral control, self-expression, market mavenism, supportive interaction, and utilitarian attitudes. A full mediation between dining experiences and behavioral intentions to post food photos through self-expression was instituted. Theoretically, this study contributes to the literature regarding the theory of planned behavior and added value in the construct of market mavens through enriching dining experience findings. The findings help brand managers promote food brands, which can then result in positive reviews.
{"title":"Food Photo Posting on Social Media while Dining: An evidence using Embedded Correlational Mixed Methods Approach","authors":"M. Javed, F. Malik, T. Awan, R. Khan","doi":"10.1080/10454446.2021.1881861","DOIUrl":"https://doi.org/10.1080/10454446.2021.1881861","url":null,"abstract":"ABSTRACT This study examines behaviors leading to the intention to post food photos on social media. The embedded correlational mixed methods approach was used through two studies. The quantitative study was accomplished by surveying 540 respondents through a survey. The qualitative study encompassed two contrived environmental experiments, and themes were identified for narrative analysis. This mixed-method approach helped align findings and ensure generalizability. It was found that behavioral intentions to post food photos on social media are dependent on subjective norms, perceived behavioral control, self-expression, market mavenism, supportive interaction, and utilitarian attitudes. A full mediation between dining experiences and behavioral intentions to post food photos through self-expression was instituted. Theoretically, this study contributes to the literature regarding the theory of planned behavior and added value in the construct of market mavens through enriching dining experience findings. The findings help brand managers promote food brands, which can then result in positive reviews.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"10 - 26"},"PeriodicalIF":2.9,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1881861","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42577626","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 : 2020-11-21DOI: 10.1080/10454446.2020.1857318
A. Boaitey, K. Minegishi
ABSTRACT The growing popularity of plant-based milk alternatives suggests a shift in consumer preferences for dairy and nondairy products. Drivers of these shifts include rising concerns for environmental sustainability and farm animal welfare (FAW). Using data from a field survey, this study examines how primary purchasing motivations regarding health, nutrition, environment, and FAW worldviews (a focus on perceptions of calf housing) influence consumer choice of dairy milk, plant-based milk alternatives, and soda. We also explore parent–child consumption patterns within a given household. Our results show that as compared to the baseline of price sensitive consumers, respondents who were primarily concerned about health, FAW, and the environment were more likely to purchase and consume plant-based milk alternatives more frequently. We find consistencies in the consumption patterns between youth and parents within households; however, the substitution effects of FAW worldviews on these consumption patterns differed. The implications of these findings for the fluid milk industry are discussed.
{"title":"Determinants of Household Choice of Dairy and Plant-based Milk Alternatives: Evidence from a Field Survey","authors":"A. Boaitey, K. Minegishi","doi":"10.1080/10454446.2020.1857318","DOIUrl":"https://doi.org/10.1080/10454446.2020.1857318","url":null,"abstract":"ABSTRACT The growing popularity of plant-based milk alternatives suggests a shift in consumer preferences for dairy and nondairy products. Drivers of these shifts include rising concerns for environmental sustainability and farm animal welfare (FAW). Using data from a field survey, this study examines how primary purchasing motivations regarding health, nutrition, environment, and FAW worldviews (a focus on perceptions of calf housing) influence consumer choice of dairy milk, plant-based milk alternatives, and soda. We also explore parent–child consumption patterns within a given household. Our results show that as compared to the baseline of price sensitive consumers, respondents who were primarily concerned about health, FAW, and the environment were more likely to purchase and consume plant-based milk alternatives more frequently. We find consistencies in the consumption patterns between youth and parents within households; however, the substitution effects of FAW worldviews on these consumption patterns differed. The implications of these findings for the fluid milk industry are discussed.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"639 - 653"},"PeriodicalIF":2.9,"publicationDate":"2020-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1857318","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45677363","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 : 2020-11-21DOI: 10.1080/10454446.2020.1854915
Nicole M. Lee, Coy Callison, Trent Seltzer
ABSTRACT Beer brewing is a water intensive industry, which has led breweries to adopt different water conservation practices such as buying water offsets or using reclaimed water. In order to encourage widespread adoption of these practices, it is important that breweries see the benefits of their efforts. Beyond benefiting the environment, sustainable business practices can influence consumer behavior. To examine these effects on macro and craft brewers, we conducted a 2 (brewery type) by 3 (conservation practice) between-subjects online experiment. Results indicated any type of conservation practice increases purchase intentions for craft or macro breweries. However, although craft beer drinkers report being more concerned about water scarcity and more supportive of sustainability efforts, water conservation practices do not increase purchase intentions for macro beers among those who typically drink craft beer.
{"title":"Sustainable Beer: Testing the Effects of Water Conservation Messages and Brewery Type on Consumer Perceptions","authors":"Nicole M. Lee, Coy Callison, Trent Seltzer","doi":"10.1080/10454446.2020.1854915","DOIUrl":"https://doi.org/10.1080/10454446.2020.1854915","url":null,"abstract":"ABSTRACT Beer brewing is a water intensive industry, which has led breweries to adopt different water conservation practices such as buying water offsets or using reclaimed water. In order to encourage widespread adoption of these practices, it is important that breweries see the benefits of their efforts. Beyond benefiting the environment, sustainable business practices can influence consumer behavior. To examine these effects on macro and craft brewers, we conducted a 2 (brewery type) by 3 (conservation practice) between-subjects online experiment. Results indicated any type of conservation practice increases purchase intentions for craft or macro breweries. However, although craft beer drinkers report being more concerned about water scarcity and more supportive of sustainability efforts, water conservation practices do not increase purchase intentions for macro beers among those who typically drink craft beer.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"619 - 638"},"PeriodicalIF":2.9,"publicationDate":"2020-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1854915","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48997871","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 : 2020-11-21DOI: 10.1080/10454446.2020.1854916
M. Milanesi, Marina Gigliotti, A. Runfola
ABSTRACT This paper aims at investigating the international marketing strategy of luxury small- and medium-sized enterprises (SMEs), with a focus on food SMEs operating in the luxury global niche of truffle products. The paper proposes two qualitative case studies of highly internationalized Italian luxury SMEs in the truffle industry. It discusses market selection, entry modes, and international marketing mix in foreign markets. The U.S. and Brazil are considered as emblematic international markets in the empirical investigation. The study shows the need for luxury food SMEs to implement control over the distribution channels. Trust-based relationships with commercial partners are pivotal to this purpose. Moreover, the need to educate consumers and to exploit experiential rely on peculiar promotion strategies. The paper discusses five pillars of the international marketing strategy of luxury food SMEs. Lessons learned from the truffle case can be extended to the study of other luxury SMEs’ international marketing strategies.
{"title":"The International Marketing Strategy of Luxury Food SMEs: The Case of Truffle","authors":"M. Milanesi, Marina Gigliotti, A. Runfola","doi":"10.1080/10454446.2020.1854916","DOIUrl":"https://doi.org/10.1080/10454446.2020.1854916","url":null,"abstract":"ABSTRACT This paper aims at investigating the international marketing strategy of luxury small- and medium-sized enterprises (SMEs), with a focus on food SMEs operating in the luxury global niche of truffle products. The paper proposes two qualitative case studies of highly internationalized Italian luxury SMEs in the truffle industry. It discusses market selection, entry modes, and international marketing mix in foreign markets. The U.S. and Brazil are considered as emblematic international markets in the empirical investigation. The study shows the need for luxury food SMEs to implement control over the distribution channels. Trust-based relationships with commercial partners are pivotal to this purpose. Moreover, the need to educate consumers and to exploit experiential rely on peculiar promotion strategies. The paper discusses five pillars of the international marketing strategy of luxury food SMEs. Lessons learned from the truffle case can be extended to the study of other luxury SMEs’ international marketing strategies.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"600 - 618"},"PeriodicalIF":2.9,"publicationDate":"2020-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1854916","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48300867","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}
ABSTRACT The purpose of this paper is to investigate the determinants of halal meat consumption within Chinese and German Muslims population using the Theory of Planned Behavior as a conceptual framework. The role of the cultural dimension of individualism/collectivism and materialism is explored. A quantitative research methodology using an online questionnaire survey was used. Data were collected from 650 consumers mainly originating from Turkey and currently living in China and Germany. A positive personal attitude toward the consumption of halal meat, motivation to comply with others, the perceived control over consuming halal meat, and the availability of halal meat predicts the intention to eat halal meat among Muslims’ consumers. This article extends the rare literature analyzing Chinese and German consumers’ inclination to buy halal food. It also extends the understanding of the role of individualism/collectivism and materialism as moderators of antecedents of consumers’ purchasing intentions for halal meat.
{"title":"The Moderating Role of Individualism/Collectivism and Materialism: An Application of the Theory of Planned Behavior (TPB) in Halal Food Purchasing","authors":"Afzaal Ali, Mehkar Sherwani, Adnan Ali, Zeeshan Ali, Shahid Sherwani","doi":"10.1080/10454446.2020.1846148","DOIUrl":"https://doi.org/10.1080/10454446.2020.1846148","url":null,"abstract":"ABSTRACT The purpose of this paper is to investigate the determinants of halal meat consumption within Chinese and German Muslims population using the Theory of Planned Behavior as a conceptual framework. The role of the cultural dimension of individualism/collectivism and materialism is explored. A quantitative research methodology using an online questionnaire survey was used. Data were collected from 650 consumers mainly originating from Turkey and currently living in China and Germany. A positive personal attitude toward the consumption of halal meat, motivation to comply with others, the perceived control over consuming halal meat, and the availability of halal meat predicts the intention to eat halal meat among Muslims’ consumers. This article extends the rare literature analyzing Chinese and German consumers’ inclination to buy halal food. It also extends the understanding of the role of individualism/collectivism and materialism as moderators of antecedents of consumers’ purchasing intentions for halal meat.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"581 - 599"},"PeriodicalIF":2.9,"publicationDate":"2020-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1846148","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44724221","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 : 2020-10-12DOI: 10.1080/10454446.2020.1829523
Darius‐Aurel Frank, A. O. Peschel
ABSTRACT Over the past decades, consumer adoption of online grocery shopping has increased steadily. Yet, overall market share is still comparatively low and retailers start questioning the prospects of the maturing distribution channel. The existing landscape of online grocery channels has seen little innovation nor diversity in terms of business models, reflecting the prevailing assumption that consumer online grocery shopping behavior is largely homogeneous. The present research challenges this notion by updating the understanding of consumer online grocery shopping behavior in a large-scale, representative study of Danish consumers. The results reveal distinct segments of online grocery adopters, which differ in their importance placed on perceived benefits of online grocery shopping. These segments can be targeted based on differences in preference for price, convenience, and service. The findings imply potential for retailers’ differentiation in the market of online grocery shopping.
{"title":"Sweetening the Deal: The Ingredients that Drive Consumer Adoption of Online Grocery Shopping","authors":"Darius‐Aurel Frank, A. O. Peschel","doi":"10.1080/10454446.2020.1829523","DOIUrl":"https://doi.org/10.1080/10454446.2020.1829523","url":null,"abstract":"ABSTRACT Over the past decades, consumer adoption of online grocery shopping has increased steadily. Yet, overall market share is still comparatively low and retailers start questioning the prospects of the maturing distribution channel. The existing landscape of online grocery channels has seen little innovation nor diversity in terms of business models, reflecting the prevailing assumption that consumer online grocery shopping behavior is largely homogeneous. The present research challenges this notion by updating the understanding of consumer online grocery shopping behavior in a large-scale, representative study of Danish consumers. The results reveal distinct segments of online grocery adopters, which differ in their importance placed on perceived benefits of online grocery shopping. These segments can be targeted based on differences in preference for price, convenience, and service. The findings imply potential for retailers’ differentiation in the market of online grocery shopping.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"535 - 544"},"PeriodicalIF":2.9,"publicationDate":"2020-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1829523","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46112006","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 : 2020-10-12DOI: 10.1080/10454446.2020.1832637
T. Blare, J. Donovan, M. García-Medina
ABSTRACT This study examined consumers’ purchasing habits and demand in peri-urban Mexico City for three types of tortillas: i) machine-made white, ii) handmade white, and iii) handmade blue. As part of a sensory analysis, the participants rated the blue maize tortillas significantly higher across all categories (overall score, flavour, smell, texture in mouth, texture in hand, size, thickness, and colour). To explore how demand varies according to the intended use, we conducted a choice experiment using three scenarios: in-home daily use, in-home special event, and out-of-home consumption. Consumers were willing to pay (WTP) 42% more for the blue maize tortillas when eating out, but were WTP less for daily in-home consumption. Participants reported limited access to blue maize tortillas and insufficient knowledge about product availability. Findings suggest a considerable demand-side opportunity for expansion of the blue maize market; however, limitations on the supply side are likely to be a major barrier.
{"title":"The Right Tortilla for the Right Occasion: Variation in Consumers’ Willingness to Pay for Blue Maize Tortillas Based on Utilization","authors":"T. Blare, J. Donovan, M. García-Medina","doi":"10.1080/10454446.2020.1832637","DOIUrl":"https://doi.org/10.1080/10454446.2020.1832637","url":null,"abstract":"ABSTRACT This study examined consumers’ purchasing habits and demand in peri-urban Mexico City for three types of tortillas: i) machine-made white, ii) handmade white, and iii) handmade blue. As part of a sensory analysis, the participants rated the blue maize tortillas significantly higher across all categories (overall score, flavour, smell, texture in mouth, texture in hand, size, thickness, and colour). To explore how demand varies according to the intended use, we conducted a choice experiment using three scenarios: in-home daily use, in-home special event, and out-of-home consumption. Consumers were willing to pay (WTP) 42% more for the blue maize tortillas when eating out, but were WTP less for daily in-home consumption. Participants reported limited access to blue maize tortillas and insufficient knowledge about product availability. Findings suggest a considerable demand-side opportunity for expansion of the blue maize market; however, limitations on the supply side are likely to be a major barrier.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"564 - 579"},"PeriodicalIF":2.9,"publicationDate":"2020-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1832637","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46986987","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 : 2020-10-12DOI: 10.1080/10454446.2020.1830910
A. Ivanova, Jill Kurp (Maher), Austin Hampe
ABSTRACT This study explores the relationship between perceived quality as indicated by the front of package (FOP) and point of purchase (POP) summaries, objective quality, price, and value among 270 cold cereals. Findings reveal organic and whole-grain summaries are associated with higher objective quality; however, organic cereals offer lower value as these cereals are overpriced. Wholegrain-certified cereals are priced more affordably and offer better value. Cereals marked as “heart-healthy” at the point of purchase have better objective quality and lower price and better value. Cereals with POP and FOP gluten-free claims are associated with lower value; low objective quality and a higher price. Cereals with the gluten-free certification were found to offer the lowest value among all summary categroies. Kids’ cereals were of lower objective quality, the same price, and lower value, compared to other targets. Implications for consumer, cereal manufacturers and public policy are discussed.
{"title":"The Value of Front-of-Package and Point-of-Purchase Summaries in the Cold Cereal Industry","authors":"A. Ivanova, Jill Kurp (Maher), Austin Hampe","doi":"10.1080/10454446.2020.1830910","DOIUrl":"https://doi.org/10.1080/10454446.2020.1830910","url":null,"abstract":"ABSTRACT This study explores the relationship between perceived quality as indicated by the front of package (FOP) and point of purchase (POP) summaries, objective quality, price, and value among 270 cold cereals. Findings reveal organic and whole-grain summaries are associated with higher objective quality; however, organic cereals offer lower value as these cereals are overpriced. Wholegrain-certified cereals are priced more affordably and offer better value. Cereals marked as “heart-healthy” at the point of purchase have better objective quality and lower price and better value. Cereals with POP and FOP gluten-free claims are associated with lower value; low objective quality and a higher price. Cereals with the gluten-free certification were found to offer the lowest value among all summary categroies. Kids’ cereals were of lower objective quality, the same price, and lower value, compared to other targets. Implications for consumer, cereal manufacturers and public policy are discussed.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"545 - 563"},"PeriodicalIF":2.9,"publicationDate":"2020-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1830910","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42244089","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 : 2020-09-24DOI: 10.1080/10454446.2020.1821419
R. Uribe, R. Infante, C. Kusch, L. Contador, Igor Pacheco, K. Mesa
ABSTRACT Studies have demonstrated the significance of intrinsic sensory attributes on consumer responses to fruits. This paper evaluates the effects on consumers of intrinsic characteristics on new and existing fruit varieties. Fruit consumers were exposed to and tasted a new or an old variety of fruit and rated its intrinsic search and experience attributes, as well as their satisfaction and purchase intention. Results indicated, firstly, that search and experience intrinsic attributes significantly predicted satisfaction and purchase intention. Secondly, the examination of differences between existing and new varieties showed not only a general similarity but also some differences: search attributes played a more relevant role in the purchase intention among existing varieties, and experience qualities were more important for new varieties in terms of satisfaction. It was observed that new varieties were preferred over existing ones. Results are discussed in terms of their implications for consumer behavior study and for managers.
{"title":"Do Consumers Evaluate New and Existing Fruit Varieties in the Same Way? Modeling the Role of Search and Experience Intrinsic Attributes","authors":"R. Uribe, R. Infante, C. Kusch, L. Contador, Igor Pacheco, K. Mesa","doi":"10.1080/10454446.2020.1821419","DOIUrl":"https://doi.org/10.1080/10454446.2020.1821419","url":null,"abstract":"ABSTRACT Studies have demonstrated the significance of intrinsic sensory attributes on consumer responses to fruits. This paper evaluates the effects on consumers of intrinsic characteristics on new and existing fruit varieties. Fruit consumers were exposed to and tasted a new or an old variety of fruit and rated its intrinsic search and experience attributes, as well as their satisfaction and purchase intention. Results indicated, firstly, that search and experience intrinsic attributes significantly predicted satisfaction and purchase intention. Secondly, the examination of differences between existing and new varieties showed not only a general similarity but also some differences: search attributes played a more relevant role in the purchase intention among existing varieties, and experience qualities were more important for new varieties in terms of satisfaction. It was observed that new varieties were preferred over existing ones. Results are discussed in terms of their implications for consumer behavior study and for managers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"521 - 534"},"PeriodicalIF":2.9,"publicationDate":"2020-09-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1821419","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44088792","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 : 2020-09-01DOI: 10.1080/10454446.2020.1817827
Komal Nagar
ABSTRACT The study builds on the theory of planned behaviour and empirically tests a model that incorporates the effects of health consciousness, social influence, and risk-benefit perception in predicting consumers’ attitude and intention to purchase gym supplements. While past studies have contributed considerably in understanding why individuals consume various dietary supplements, the present study brings to light the motives behind the consumption of fitness supplements, specifically gym supplements. Structural equation modelling is used to test the research model with a sample of 310 respondents in India. Major findings of the present study indicate benefits associated with gym supplement consumption as the most significant predicator of attitude, suggesting that marketers can develop effective marketing strategies emphasizing health benefits to increase consumers’ intentions to buy gym supplements. While health consciousness appears to be the least important motive, social influence is found to positively influence both attitude and intention to purchase gym supplements. Further, a significant and large effect of attitude on behavioural intentions was also observed. The study provides an actionable model for marketers as well as policymakers who seek to develop marketing strategies and encourage supplement consumption.
{"title":"An Examination of Gym Supplement Choice: Using the Modified Theory of Planned Behaviour","authors":"Komal Nagar","doi":"10.1080/10454446.2020.1817827","DOIUrl":"https://doi.org/10.1080/10454446.2020.1817827","url":null,"abstract":"ABSTRACT The study builds on the theory of planned behaviour and empirically tests a model that incorporates the effects of health consciousness, social influence, and risk-benefit perception in predicting consumers’ attitude and intention to purchase gym supplements. While past studies have contributed considerably in understanding why individuals consume various dietary supplements, the present study brings to light the motives behind the consumption of fitness supplements, specifically gym supplements. Structural equation modelling is used to test the research model with a sample of 310 respondents in India. Major findings of the present study indicate benefits associated with gym supplement consumption as the most significant predicator of attitude, suggesting that marketers can develop effective marketing strategies emphasizing health benefits to increase consumers’ intentions to buy gym supplements. While health consciousness appears to be the least important motive, social influence is found to positively influence both attitude and intention to purchase gym supplements. Further, a significant and large effect of attitude on behavioural intentions was also observed. The study provides an actionable model for marketers as well as policymakers who seek to develop marketing strategies and encourage supplement consumption.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"26 1","pages":"499 - 520"},"PeriodicalIF":2.9,"publicationDate":"2020-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1817827","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41954096","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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