Department of Management

Liisa Lähteenmäki

Country-wise differences in perception of health-related messages in cereal-based food products

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • A. Saba, Istituto Nazionale di Ricerca per gli Alimenti e la Nutrizione, via Ardeatina 546, 00178, Italy
  • M. Vassallo, Istituto Nazionale di Ricerca per gli Alimenti e la Nutrizione, via Ardeatina 546, 00178, Italy
  • R. Sheperd, Department of Psychology, University of Surrey, United Kingdom
  • P. Lampila, VTT, P.O. Box 1000, FIN-02044 VTT, Finland
  • A. Arvola, VTT, P.O. Box 1000, FIN-02044 VTT, Finland
  • M. Dean, School of Biological Sciences, Queen's University Belfast, Northern Ireland, United Kingdom
  • M. Winkelmann, Max Rubner-Institut, Karlsruhe, Germany
  • E. Claupein, Max Rubner-Institut, Karlsruhe, Germany
  • Liisa Lähteenmäki
  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
The objective of the present study was to explore the impact of health-related messages on the perceived overall healthiness and consumers' likelihood to buy cereal-based products or non-cereal products containing beneficial compounds from grains, across four European countries. The data were collected from a sample of 2392 members of the public in Finland, Germany, Italy and the UK. The results from a conjoint task with a main effects additive model were reported. In general, the presence of a health claim on foods had positive influence on respondents perception of healthiness and on likelihood to buy the products, whereas the pictorial representations were found to have a weak influence on the two dependent variables. However, the findings showed that health-related information on food labels differently influenced the healthiness perception and the likelihood to buy the product across the four countries, suggesting that different cultures, traditions, and eating habits have to be taken into account before positioning cereal-based products containing beneficial compounds from grains on the market.
Original languageEnglish
JournalFood Quality and Preference
Pages (from-to)385-393
Number of pages9
Publication statusPublished - 2010

    Research areas

  • MAPP, Perceived healthiness, Likelihood to buy, Health-related messages, Conjoint analysis, Cereal-based products, Country-wise study

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