Shaping Intention to Pay Attention to Health Claims

• Autorzy: Marcin Antoniak , Andrzej Szymkowiak , Benedykt Pepliński
• Języki publikacji: EN

Abstrakty

EN

Health claims increase consumer awareness, knowl- edge, 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.(original abstract)

Słowa kluczowe

EN

Health food; Health; Education

PL

Zdrowa żywność; Zdrowie; Edukacja

• Czasopismo: Journal of Agribusiness and Rural Development
• Rocznik: 2023
• Numer: z. 1 (67)
• Strony: 27--36

Twórcy

autor

Marcin Antoniak

• Poznań University of Economics and Business

autor

Andrzej Szymkowiak

• Poznan University of Economics and Business, Poland

autor

Benedykt Pepliński

• Poznań University of Life Sciences, Poland

Bibliografia

• 1. Aitken, R., Watkins, L., Williams, J., Kean, A. (2020). The positive role of labelling on consumers' perceived behavioural control and intention to purchase organic food. J. Clean. Prod., 255, 120334. https://doi.org/10.10/j.jclepro.2020.120334
• 2. Ajzen, I. (1991). The theory of planned behavior. Org. Beh. Human Dec. Proc., 50(2), 179-211. https://doi.org/10.101/0749-5978(91)90020-T
• 3. Ajzen, I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Consum. Attitud. Beh.: Theory Plan. Beh. Appl. Food Consump. Dec., 70(2), 121-138. https://doi.org/10.13128/REA-18003
• 4. Al-Swidi, A., Huque, S.M.R., Hafeez, M.H., Shariff, M.N.M. (2014). The role of subjective norms in theory of planned behavior in the context of organic food consumption. Brit. Food J., 116(10), 1561-1580. https://doi.org/10.1108/BFJ-05-2013-0105
• 4. Annunziata, A., Vecchio, R., Kraus, A. (2016). Factors affecting parents' choices of functional foods targeted for children Azzurra. Int. J. Consum. Stud., 40(5), 527-535. https://doi.org/10.1111/ijcs.12297
• 5. Bagozzi, R.P., Yi, Y. (2012). Specification, evaluation, and interpretation of structural equation models. J. Acad. Market. Sci., 40(1), 8-34. https://doi.org/10.1007/s11747-011-0278-x
• 6. Ballco, P., Gracia, A. (2020). An extended approach combining sensory and real choice experiments to examine new product attributes. Food Qual. Prefer., 80, 103830. https://doi.org/10.1016/j.foodqual.2019.103830
• 7. Benson, T., Lavelle, F., McCloat, A., Mooney, E., Bucher, T., Egan, B., Dean, M. (2019). Are the claims to blame? A qualitative study to understand the effects of nutrition and health claims on perceptions and consumption of food. Nutrients, 11(9), 2058. https://doi.org/10.3390/nu11092058
• 8. Bhutto, M.Y., Zeng, F., Soomro, Y.A., Khan, M.A. (2019). Young chinese consumer decision making in buying green products: An application of theory of planned behavior with gender and price transparency. Pak. J. Commer. Soc. Sci., 13(3), 599-619.
• 9. Bloomberg (2019). Dietary Supplements Market to Reach USD 216.3 Billion by 2026 | Reports And Data - Bloomberg. Www.Bloomberg.Com. https://www.bloomberg.com/ press-releases/2019-12-04/dietary-supplements-market-to-reach-usd-216-3-billion-by-2026-reports-and-data
• 10. Carfora, V., Cavallo, C., Catellani, P., Giudice, T. Del, Cicia, G. (2021). Why do consumers intend to purchase natural food? Integrating theory of planned behavior, value-belief-norm theory, and trust. Nutrients, 13(6), 1904. https://doi.org/10.3390/nu13061904
• 11. Carrillo, E., Fiszman, S., Lähteenmäki, L., Varela, P. (2014). Consumers' perception of symbols and health claims as health-related label messages. A cross-cultural study. Food Research International, 62, 653-661. https://doi.org/10.1016/j.foodres.2014.04.028
• 12. Cavaliere, A., De Marchi, E., Banterle, A. (2016). Does consumer health-orientation affect the use of nutrition facts panel and claims? An empirical analysis in Italy. Food Qual. Pref., 54, 110-116. https://doi.org/10.1016/j.foodqual.2016.07.008
• 13. Chin, W.W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly: Manag. Inf. Syst., 22(1), 7-16.
• 14. Contini, C., Boncinelli, F., Marone, E., Scozzafava, G., Casini, L. (2020). Drivers of plant-based convenience foods consumption: Results of a multicomponent extension of the theory of planned behaviour. Food Qual. Pref., 84, 103931. https://doi.org/10.1016/j.foodqual.2020.103931
• 15. De-Magistris, T. (2020). Nutrition, choice and health-related claims. Nutrients, 12(3), 650. https://doi.org/10.3390/nu12030650
• 16. Hair, J.F., Black, W., Bbin, B., Anderson, R. (2017). Multivariate Data Analysis (7thed.). Pearson Education Limited. 17. Hair, J.F., Ringle, C.M., Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. J. Market. Theory Pract., 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202
• 18. Han, H., Yu, J., Kim, W. (2019). An electric airplane: Assessing the effect of travelers' perceived risk, attitude, and new product knowledge. J. Air Transp. Manag., 78, 33-42. https://doi.org/10.1016/j.jairtraman.2019.04.004
• 19. Hansen, T., Sørensen, M.I., Eriksen, M.L.R. (2018). How the interplay between consumer motivations and values influences organic food identity and behavior. Food Pol., 74, 39-52. https://doi.org/10.1016/j.foodpol.2017.11.003
• 20. Henseler, J., Ringle, C.M., Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. J. Acad. Market. Sci., 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
• 21. Hieke, S., Cascanette, T., Pravst, I., Kaur, A., Van Trijp, H., Verbeke, W., Grunert, K.G. (2016). The role of health-related claims and symbols in consumer behaviour: The CLYMBOL project. Agro Food Ind. Hi-Tech, 27(3), 26-29.
• 22. 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
• 23. Hill, C.R., Hughes, J.N. (2007). An examination of the convergent and discriminant validity of the Strengths and Difficulties Questionnaire. School Psych. Quart., 22(3), 380-406. https://doi.org/10.1037/1045-3830.22.3.380
• 24. 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
• 25., 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
• 26. 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
• 27. 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
• 28. Kim, J.J., Hwang, J. (2020). Merging the norm activation model and the theory of planned behavior in the context of drone food delivery 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
• 29. 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
• 30. 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
• 31. 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
• 32. 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
• 33. 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
• 34. Michaelidou, N., Hassan, L.M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. Int. J. Cons. Stud., 32(2), 163-170. https://doi.org/10.1111/j.1470-6431. 2007.00619.x
• 35. 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. Nutrients, 11(6), 1325. https://doi.org/10.3390/nu11061325
• 36. 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
• 37. 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
• 38. 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
• 39. 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
• 40. 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. Technol., 71, 259-263. https://doi.org/10.1016/j.tifs.2017.10.015
• 41. 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
• ---
• 42. 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
• 43. Schumacker, R.E., Lomax, R.G. (2017). A Beginner's Guide to Structural Equation Modeling (3rd ed.). Routledge.
• 44. Setiawati, H., Hartoyo, H., Simanjuntak, M. (2018). Analysis on Intention of Purchasing Organic Foods by The Undergraduate Students of IPB Using The Theory of Planned Behavior Approach. J. Manaj. Agribis., 15(2), 198-207. https://doi.org/10.17358/jma.15.2.198
• 45. Shaw, D., Shiu, E. (2002). The role of ethical obligation and selfidentity in ethical consumer choice. Int. J. Consum. Stud., 26(2), 109-116. https://doi.org/10.1046/j.1470-6431.2002. 00214.x
• 46. Shin, J., Mattila, A.S. (2019). When organic food choices shape subsequent food choices: The interplay of gender and health consciousness. Int. J. Hospit. Manag., 76, 94-101. https://doi.org/10.1016/j.ijhm.2018.04.008
• 47. Spence, M., Stancu, V., Elliott, C.T., Dean, M. (2018). Exploring consumer purchase intentions towards traceable minced beef and beef steak using the theory of planned behavior. Food Control, 91, 138-147. https://doi.org/10.1016/j.foodcont.2018.03.035
• 48. Sreen, N., Purbey, S., Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. J. Retail. Consum. Serv., 41, 177-189. https://doi.org/10.1016/j.jretconser.2017.12.002
• 49. Steinhauser, J., Hamm, U. (2018). Consumer and product-specific characteristics influencing the effect of nutrition, health and risk reduction claims on preferences and pur chase behavior - A systematic review. Appetite, 127, 303-323. https://doi.org/10.1016/j.appet.2018.05.012
• 50. Sultan, P., Tarafder, T., Pearson, D., Henryks, J. (2020). Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: moderating roles of communication, satisfaction and trust in organic food consumption. Food Qual. Pref., 81, 103838. https://doi.org/10.1016/j.foodqual.2019.103838
• 51. Talati, Z., Norman, R., Kelly, B., Dixon, H., Neal, B., Miller, C., Pettigrew, S. (2018). A randomized trial assessing the effects of health claims on choice of foods in the presence of front-of-pack labels. Am. J. Clin. Nutr., 108(6), 1275-1282. https://doi.org/10.1093/ajcn/nqy248
• 52. Talwar, S., Jabeen, F., Tandon, A., Sakashita, M., Dhir, A. (2021). What drives willingness to purchase and stated buying behavior toward organic food? A Stimulus-Organism-Behavior-Consequence (SOBC) perspective. J. Clean. Prod., 293, 125882. https://doi.org/10.1016/j. jclepro.2021.125882
• 53. Tudoran, A., Olsen, S.O., Dopico, D.C. (2009). The effect of health benefit information on consumers health value, attitudes and intentions. Appetite, 52(3), 568-579. https://doi.org/10.1016/j.appet.2009.01.009
• 54. Tugault-Lafleur, C.N., Black, J.L. (2019). Differences in the quantity and types of foods and beverages consumed by Canadians between 2004 and 2015. Nutrients, 11(3), 526. https://doi.org/10.3390/nu11030526
• 55. US FDA (U.S. Food & Drug Administration). (2021). Label Claims for Conventional Foods and Dietary Supplements FDA. https://www.fda.gov/food/food-labeling-nutrition/label-claims-conventional-foods-and-dietary-supplements
• 56. Yadav, R., Pathak, G.S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. J. Clean. Prod., 135, 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120
• 57. Yazdanpanah, M., Forouzani, M. (2015). Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. J. Clean. Prod., 107, 342-352. https://doi.org/10.1016/j.jclepro.2015.02.071

Identyfikatory

DOI

10.17306/J.JARD.2023.01675