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Souza Olegario L, González-Mohino A, Estévez M, Madruga MS, Ventanas S. Emotional response to healthier foods: Influence of culture and health consciousness. J Food Sci 2023; 88:5248-5265. [PMID: 37942944 DOI: 10.1111/1750-3841.16824] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 04/21/2023] [Revised: 09/14/2023] [Accepted: 10/18/2023] [Indexed: 11/10/2023]
Abstract
Sugar, salt, and fat content in processed products are important concerns for consumers. Hence, alternative "healthy" versions of conventional foods such as chocolate, potato chips, and yogurt are offered. This work aimed to define the emotional response of consumers from different cultural backgrounds (Spain vs. Brazil) evoked by healthier versions of conventional products and the relationship between hedonic responses and health consciousness. A total of 186 Brazilian and 152 Spanish consumers participated in this online cross-cultural study. Participants answered a Health Consciousness Questionnaire and an emotional check-all-that-applies questionnaire using picture stimuli of conventional chocolate, potato chips, and yogurt and their healthier versions with less sugar, salt, and fat content, respectively. The Brazilians' emotional responses were more diverse for all stimuli compared to the Spaniards'. However, participants from both cultures rated an average of "slightly agree" on the health consciousness scale; a higher level of consumption, liking, and willingness to buy; and a higher frequency of positive emotional terms for the stimuli of conventional products compared to their healthier versions. A higher frequency of evocation of "active" is strongly associated with higher levels of health consciousness. Strategic actions by the food industry and government must consider cultural, emotional, and health-conscious factors to encourage the consumption of healthier foods. PRACTICAL APPLICATION: Food manufacturers can use the information obtained from this study to create healthier versions of their products that appeal to consumers' emotional responses and health consciousness levels. The findings can assist in designing strategic actions to promote healthier food consumption by emphasizing the benefits of healthier food choices and making them more appealing to consumers. The methodology employed in this study can also be applied to further studies aimed to assess emotional responses to food stimuli across different cultures.
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Affiliation(s)
- Lary Souza Olegario
- Post-Graduate Program in Food Science and Technology, Department of Food Engineering, Technology Centre, Federal University of Paraiba, João Pessoa, Paraiba, Brazil
- IPROCAR Research Institute, TECAL Research Group, Universidad de Extremadura, Cáceres, Spain
| | - Alberto González-Mohino
- IPROCAR Research Institute, TECAL Research Group, Universidad de Extremadura, Cáceres, Spain
| | - Mario Estévez
- IPROCAR Research Institute, TECAL Research Group, Universidad de Extremadura, Cáceres, Spain
| | - Marta Suely Madruga
- Post-Graduate Program in Food Science and Technology, Department of Food Engineering, Technology Centre, Federal University of Paraiba, João Pessoa, Paraiba, Brazil
| | - Sonia Ventanas
- IPROCAR Research Institute, TECAL Research Group, Universidad de Extremadura, Cáceres, Spain
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Jadhav HB, Sablani S, Gogate P, Annapure U, Casanova F, Nayik GA, Alaskar K, Sarwar N, Raina IA, Ramniwas S, Mousavi Khaneghah A. Factors governing consumers buying behavior concerning nutraceutical product. Food Sci Nutr 2023; 11:4988-5003. [PMID: 37701202 PMCID: PMC10494648 DOI: 10.1002/fsn3.3518] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 01/29/2023] [Revised: 03/16/2023] [Accepted: 06/13/2023] [Indexed: 09/14/2023] Open
Abstract
In recent years, consumers are increasingly attracted to nutraceuticals, an important part of food considered propitious for human health. Therefore, consumers are willingly switching to nutraceuticals and are ready to pay the premium price. This review aims to identify various factors that govern consumer purchasing of nutraceutical products. The outcomes presented in the review provide a closer understanding of consumer attitudes toward buying behavior and their impact on the growth of the global nutraceutical market. The nutraceutical market has been identified depending on the type of nutraceuticals, forms, and regions governing the nutraceutical market. Factors such as health consciousness, knowledge about a product, product availability, price, marketing strategies, and social factors influence consumers' actual buying behavior toward nutraceutical products. A mini survey in Mumbai city of India was conducted to add practical data to the review, and factors affecting consumers' willingness to buy nutraceutical products were identified. It was observed that the decision-making toward buying nutraceutical products was affected by gender, age, education level, and acculturation. It was also identified that the legislation governing nutraceuticals needs to be harmonized throughout many parts of the world, which restricts the growth of this sector to some extent. The findings elucidate that nutraceutical industries should overcome the regulatory barriers and focus on developing innovative products, which will keep current consumers intact and help increase the consumer base and thus expand the nutraceutical market globally.
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Affiliation(s)
- Harsh B. Jadhav
- Department of Food Engineering and TechnologyInstitute of Chemical TechnologyMumbaiIndia
| | - Shyam Sablani
- Biological Systems Engineering DepartmentWashington State UniversityPullmanWashingtonUSA
| | - Parag Gogate
- Department of Chemical EngineeringInstitute of Chemical TechnologyMumbaiIndia
| | - Uday Annapure
- Department of Food Engineering and TechnologyInstitute of Chemical TechnologyMumbaiIndia
| | - Federico Casanova
- Research Group for Food Production Engineering, National Food InstituteTechnical University of DenmarkKongens LyngbyDenmark
| | - Gulzar Ahmad Nayik
- Department of Food Science and TechnologyGovernment Degree CollegeShopianJammu & KashmirIndia
| | - Kamal Alaskar
- Department of Computer ApplicationBharathi Vidyapeeth Institute of ManagementKolhapur, PuneMaharashtraIndia
| | - Nazmul Sarwar
- Department of Food Processing and EngineeringChattogram Veterinary and Animal Sciences UniversityChattogramBangladesh
| | - Irfan Ahmad Raina
- Department of Food Science and TechnologyUniversity of KashmirSrinagarJammu & KashmirIndia
| | - Seema Ramniwas
- University Centre for Research and DevelopmentChandigarh UniversityMohaliPunjabIndia
| | - Amin Mousavi Khaneghah
- Department of Fruit and Vegetable Product TechnologyProf. Wacław Dąbrowski Institute of Agricultural and Food Biotechnology – State Research InstituteWarsawPoland
- Department of Technology of ChemistryAzerbaijan State Oil and Industry UniversityBakuAzerbaijan
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Dominguez-Viera ME, van den Berg M, Handgraaf M, Donovan J. Influence of poverty concerns on demand for healthier processed foods: A field experiment in Mexico City. ECONOMICS AND HUMAN BIOLOGY 2023; 49:101215. [PMID: 36634546 DOI: 10.1016/j.ehb.2022.101215] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Subscribe] [Scholar Register] [Received: 02/11/2022] [Revised: 12/09/2022] [Accepted: 12/17/2022] [Indexed: 05/08/2023]
Abstract
Living in poverty can present cognitive biases that exacerbate constraints to achieving healthier diets. Better diets could imply food choice upgrades within certain food categories, such as electing processed foods with an improved nutritional profile. This study evaluated the influence of monetary and health concerns on the willingness to pay (WTP) for healthier processed foods in a low-income section of Mexico City. We employed priming techniques from the scarcity literature, which are applied for the first time to healthier food purchasing behaviours in low-income settings. Our predictions are based on a dual system framework, with choices resulting from the interaction of deliberative and affective aspects. The WTP was elicited through a BDM mechanism with 423 participants. Results showed that induced poverty concerns reduced the valuations of one of the study's healthier food varieties by 0.17 standard deviations. The latter effect did not differ by income level. The WTP for a healthier bread product but one with relatively high sugar and fat content was reduced by induced poverty concerns only among certain consumers without bread purchasing restrictions (78% of the sample). Potential mechanisms were assessed through regression analysis and structural equation modelling. The relationship between poverty concerns and WTP was mediated by increased levels of stress. While we could not rule out impact on cognitive load, it was not deemed a mediator in this study. Our findings signal that improvements in economic and psychological well-being among low-income consumers may aid to increase their demand for healthier processed foods.
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Affiliation(s)
- Marcos E Dominguez-Viera
- Development Economics Group, Wageningen University, Droevendaalsesteeg 4, 6708 PB Wageningen, Netherlands.
| | - Marrit van den Berg
- Development Economics Group, Wageningen University, Droevendaalsesteeg 4, 6708 PB Wageningen, Netherlands
| | - Michel Handgraaf
- Urban Economics Group, Wageningen University, Droevendaalsesteeg 4, 6708 PB Wageningen, Netherlands
| | - Jason Donovan
- International Maize and Wheat Improvement Center (CIMMYT), Mexico-Veracruz Km. 45, El Batan, 56237 Texcoco, Mexico
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Chang MY, Chen HS. Consumer Attitudes and Purchase Intentions in Relation to Animal Welfare-Friendly Products: Evidence from Taiwan. Nutrients 2022; 14:4571. [PMID: 36364833 PMCID: PMC9657455 DOI: 10.3390/nu14214571] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 08/10/2022] [Revised: 10/11/2022] [Accepted: 10/28/2022] [Indexed: 07/30/2023] Open
Abstract
Animal welfare, environmental sustainability, and food safety have become topics of international concern. With the rise of friendly rearing and green consumption consciousness, consumers can use animal welfare certification labels as references to make purchase decisions. This study adopts the theory of planned behavior (TPB) as its core and incorporates variables, such as moral affection, health consciousness, and trust in certification, to discuss the thoughts of Taiwanese consumers on buying animal welfare-friendly products and the factors that affect their purchase decisions. This study will be conducive in clarifying the consumption behavioral pattern of animal welfare-friendly products, which previous literature has mentioned but not tested, thereby filling this literature gap. This study collects 653 valid questionnaires and uses the partial least square-structural equation modeling to analyze the correlations between various variables. The research findings indicate the following. (1) Consumers' attitudes, subjective norms, and perceived behavioral control have significant and positive influences on the behavioral intention of purchasing fresh milk with animal welfare labels. (2) Moral affection positively influences customers' behavioral intention toward fresh milk with an animal welfare label through attitudes, subjective norms, and perceived behavioral control. (3) Trust in certifications will enhance moral cognition and positive attitudes toward fresh milk with animal welfare labels. According to the research findings of this study, we recommend that businesses strengthen the promotion of dairy products in line with friendly rearing, environmental sustainability, and other ethical consumption concepts to generate market segregation elements.
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Affiliation(s)
- Min-Yen Chang
- Department of Accounting, Jiaxing University, Jiaxing 314001, China
| | - Han-Shen Chen
- Department of Health Industry Technology Management, Chung Shan Medical University, Taichung 40201, Taiwan
- Department of Medical Management, Chung Shan Medical University Hospital, Taichung 40201, Taiwan
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Chang MY, Huang CC, Du YC, Chen HS. Choice Experiment Assessment of Consumer Preferences for Yogurt Products Attributes: Evidence from Taiwan. Nutrients 2022; 14:nu14173523. [PMID: 36079781 PMCID: PMC9460311 DOI: 10.3390/nu14173523] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [MESH Headings] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/27/2022] [Revised: 08/23/2022] [Accepted: 08/23/2022] [Indexed: 11/16/2022] Open
Abstract
Previous studies on consumer yogurt preferences have mainly focused on added sugar, nutrient content, and health claims, leaving several knowledge gaps that should be filled through in-depth research. In this study, a more complete multi-attribute preference model was developed using the number of probiotic types, type of milk source, presence of edible gels (GEL), and usage of health food labels as the main yogurt attributes. A choice experiment (CE) was then conducted to investigate the relationship between multiple attribute preferences and willingness-to-pay (WTP). A total of 435 valid questionnaires were collected by the convenience sampling method. The results show that (1) respondents highly value the health food label (HEA), followed by the number of probiotic types (PRO); (2) the highest WTP in the conditional logit (CL) model was New Taiwan Dollar (NTD) (USD 10.5 for HEA, and the lowest was NTD 1.0 for 100% milk powder (MLK2); (3) in the random-parameter logit (RPL) model, the highest WTP was NTD 14.6 for HEA, and the lowest was NTD 2.8 for GEL; (4) the most preferred attribute combination of yogurt was “8 or more probiotic types”, “a blend of raw milk and milk powder”, “the absence of edible gels”, “the presence of a health food label”, and “a price premium of NTD 6–10”; (5) married respondents with children were more willing to pay extra for yogurt products with a higher number of probiotic types and a health food label. The results may help the food industry understand and pay attention to consumer needs, which will, in turn, provide a reference for future product development and marketing strategies.
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Affiliation(s)
- Min-Yen Chang
- Department of Accounting, Jiaxing University, Jiaxing 314001, China
| | - Chien-Cheng Huang
- Department of Health Industry Technology Management, Chung Shan Medical University, Taichung City 40201, Taiwan
| | - Ying-Chi Du
- Division of Forest Protection, Taiwan Forestry Research Institute, 53 Nan-Hai Road, Taipei 10066, Taiwan
| | - Han-Shen Chen
- Department of Health Industry Technology Management, Chung Shan Medical University, Taichung City 40201, Taiwan
- Department of Medical Management, Chung Shan Medical University Hospital, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan
- Correspondence: ; Tel.: +886-4-2473-0022 (ext. 12225)
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Bhat R. Emerging trends and sustainability challenges in the global agri-food sector. FUTURE FOODS 2022. [DOI: 10.1016/b978-0-323-91001-9.00041-4] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/28/2022] Open
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The Impact of Consumer Schwartz Values and Regulatory Focus on the Willingness to Pay a Price Premium for Domestic Food Products: Gender Differences. ENERGIES 2021. [DOI: 10.3390/en14196198] [Citation(s) in RCA: 4] [Impact Index Per Article: 1.3] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/17/2022]
Abstract
This paper aims to identify which Schwartz values and regulatory focus orientations influence consumer behavior on the food market in the domain of preference for domestic products, which is closely related to consumer ethnocentrism. The CAWI (Computer-Assisted Web Interviews) method was applied. The sample consisting of 1000 respondents was representative for the Polish adult population in terms of sex, age, education, place of living (rural vs. urban), and region. The willingness to pay (WTP) a higher price for domestic products was affected by the tradition and universalism values. Consumer value orientations and regulatory focus were more powerful in explaining the WTP than demographic or socio-economic variables. The theories of value orientations and regulatory focus were found to be more relevant for men than for women, as reflected in adjusted regression determination coefficients. Finally, the promotion regulatory focus was a significant predictor of the WTP among men, but not among women. Based on my findings, it is recommended (1) to emphasize the following elements in marketing communications in order to stimulate the purchases of domestic food products: appeals to tradition, customs, ecology, being natural; (2) to take into account the Schwartz values in consumer segmentation on the food market; (3) to differentiate marketing communications for domestic food products on the basis of gender segmentation: in messages addressed to male consumers, arguments appealing to the promotion orientation should be used more frequently.
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