Shaping intention to pay attention to health claims
Abstract
Health claims increase consumer awareness, knowledge, and health consciousness. However, front and back labels, which are widely used for marketing purposes, raise doubts about consumer tendencies towards paying attention to health claims and reasons for their placement. Therefore, the aim of this article is to investigate, using the Theory of Planned Behaviour, the extent to which intention to pay attention to health claims is determined by its predictors. An extended model based on the theory was used to identify factors that shape attitudes towards health claims and the intention to pay attention to them. In order to achieve this, we conducted a study on 552 people, and the data allowed us to verify the statistically proposed theoretical model. The study revealed that while trust is the main factor determining attitude towards health claims, the impact of subjective knowledge is negative. Research is important from the perspective of the theoretical understanding of consumer attitudes but can also be practically used to properly influence consumers in terms of consumption of healthy products.
Keywords
food claims; health consciousness; consumer intentions; health education; theory of planned behaviour
References
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Chin, W.W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly: Manag. Inf. Syst., 22(1), 7–16.
Contini, C., Boncinelli, F., Marone, E., Scozzafava, G., Casini, L. (2020). Drivers of plant-based convenience foods consumption: Re-sults of a multicomponent extension of the theory of planned behaviour. Food Qual. Pref., 84, 103931. https://doi.org/10.1016/j.foodqual.2020.103931
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Hair, J.F., Black, W., Bbin, B., Anderson, R. (2017). Multivariate Data Analysis (7th ed.). Pearson Education Limited.
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Hieke, S., Kuljanic, N., Wills, J.M., Pravst, I., Kaur, A., Raats, M.M., van Trijp, H.C.M., Verbeke, W., Grunert, K.G. (2015). The role of health-related claims and health-related symbols in consumer behaviour: Design and conceptual framework of the CLYMBOL project and initial results. Nutr. Bull., 40(1), 66–72. https://doi.org/10.1111/nbu.12128
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Hoppert, K., Mai, R., Zahn, S., Schwarz, P.E.H., Hoffmann, S., Rohm, H. (2014). Is there a fit in cognitive and sensory evaluation of yogurt? The moderating role of nutrition training. Food Qual. Pref., 31(1), 65–68. https://doi.org/10.1016/j.foodqual.2013.08.001
Hung, Y., Verbeke, W. (2019). Consumer evaluation, use and health relevance of health claims in the European Union. Food Qual. Pref., 74, 88–99. https://doi.org/10.1016/j.foodqual.2019.01.002
Jo, J., Lusk, J.L. (2018). If it’s healthy, it’s tasty and expensive: Effects of nutritional labels on price and taste expectations. Food Qual. Pref., 68, 332–341. https://doi.org/10.1016/j.foodqual.2018.04.002
Kaur, A., Scarborough, P., Rayner, M. (2017). A systematic review, and meta-analyses, of the impact of health-related claims on dietary choices. Int. J. Beh. Nutr. Physic. Act., 14, 93. https://doi.org/10.1186/s12966-017-0548-1
Kim, J.J., Hwang, J. (2020). Merging the norm activation model and the theory of planned behavior in the context of drone food deliv-ery services: Does the level of product knowledge really matter? J. Hospit. Tour. Manag., 42, 1–11. https://doi.org/10.1016/j.jhtm.2019.11.002
Klopčič, M., Slokan, P., Erjavec, K. (2020). Consumer preference for nutrition and health claims: A multi-methodological approach. Food Qual. Pref., 82, 103863. https://doi.org/10.1016/j.foodqual.2019.103863
Konuk, F.A. (2019). Consumers’ willingness to buy and willingness to pay for fair trade food: The influence of consciousness for fair consumption, environmental concern, trust and innovativeness. Food Res. Int., 120, 141–147. https://doi.org/10.1016/j.foodres.2019.02.018
Kozup, J.C., Creyer, E.H., Burton, S. (2003). Making healthful food choices: The influence of health claims and nutrition information on consumers’ evaluations of packaged food products and restaurant menu items. J. Market., 67(2), 19–34. https://doi.org/10.1509/jmkg.67.2.19.18608
Lähteenmäki, L. (2013). Claiming health in food products. Food Qual. Pref., 27(2), 196–201. https://doi.org/10.1016/
j.foodqual.2012.03.006
Marsh, H.W., Hocevar, D. (1985). Application of Confirmatory Factor Analysis to the Study of Self-Concept. First- and Higher Order Factor Models and Their Invariance Across Groups. Psych. Bull., 97(3), 562–582. https://doi.org/10.1037/0033-2909.97.3.562
Michaelidou, N., Hassan, L.M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and in-tentions towards organic food. Int. J. Cons. Stud., 32(2), 163–170. https://doi.org/10.1111/j.1470-6431.
2007.00619.x
Montagnese, C., Santarpia, L., Iavarone, F., Strangio, F., Sangiovanni, B., Buonifacio, M., Caldara, A.R., Silvestri, E., Contaldo, F., Pasanisi, F. (2019). Food-Based dietary guidelines around the World: Eastern Mediterranean and Middle Eastern Countries. Nutri-ents, 11(6), 1325. https://doi.org/10.3390/nu11061325
Paul, J., Modi, A., Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. J. Retail. Cons. Serv., 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
Pereira, R.C., de Angelis-Pereira, M.C., Carneiro, J. de D.S. (2019). Exploring claims and marketing techniques in Brazilian food labels. Brit. Food J., 121(7), 1550–1564. https://doi.org/10.1108/BFJ-08-2018-0516
Piha, S., Pohjanheimo, T., Lähteenmäki-Uutela, A., Křečková, Z., Otterbring, T. (2018). The effects of consumer knowledge on the willingness to buy insect food: An exploratory cross-regional study in Northern and Central Europe. Food Qual. Pref., 70, 1–10. https://doi.org/10.1016/j.foodqual.2016.12.006
Pino, G., Peluso, A.M., Guido, G. (2012). Determinants of Regular and Occasional Consumers’ Intentions to Buy Organic Food. J. Cons. Aff., 46(1), 157–169. https://doi.org/10.1111/j.1745-6606.2012.01223.x
Pravst, I., Kušar, A., Žmitek, K., Miklavec, K., Lavriša, Ž., Lähteenmäki, L., Kulikovskaja, V., Malcolm, R.N., Hodgkins, C., Raats, M.M. (2018). Recommendations for successful substantiation of new health claims in the European Union. Trends Food Sci. Tech-nol., 71, 259–263. https://doi.org/10.1016/j.tifs.2017.10.015
Revelle, W. (2013). psych: Procedures for Psychological, Psychometrical and Personality Research (Issue Rapackage verions 1.0-95, pp. 1–387). https://www.researchgate.net/publication/281345624_psych_Procedures_for_Psychological_Psychometric_and_Personality_Research_R_Package_Version_10-95
Rosseel, Y. (2012). lavaan: An R Package for Structural Equation Modeling. J. Stat. Soft., 48(2), 1–36. https://doi.org/10.18637/jss.v048.i02
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Marcin Antoniak
marcin.antoniak@phd.ue.poznan.pl
Poznan University of Economics and Business Poland
https://orcid.org/0000-0003-0920-9540
Poznan University of Economics and Business Poland
https://orcid.org/0000-0003-0920-9540
Andrzej Szymkowiak
Poznan University of Economics and Business Poland
Poznan University of Economics and Business Poland
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