Department of Management

Impact of self-health awareness and perceived product benefits on purchase intentions for hedonic and utilitarian foods with nutrition claims

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Impact of self-health awareness and perceived product benefits on purchase intentions for hedonic and utilitarian foods with nutrition claims. / Loebnitz, Natascha; Grunert, Klaus G.

In: Food Quality and Preference, Vol. 64, No. March, 2018, p. 221-231.

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@article{354c65ad7ea04c29bc9e20c65e1a6d04,
title = "Impact of self-health awareness and perceived product benefits on purchase intentions for hedonic and utilitarian foods with nutrition claims",
abstract = "Making benefit cues explicitly available to consumers can mitigate the impacts of added product attributes, such as nutrition claims, from which consumers often infer negative meaning. Yet, food products also vary in the benefits that consumers value most; they regard taste as most important for hedonic foods, but performance as pertinent for utilitarian foods. This article presents three studies that examine how making perceived product benefits explicit affects consumers{\textquoteright} purchase intentions toward hedonic and utilitarian food products that feature nutrition claims. Self-health awareness may moderate this effect (Study 1), which also depends on the prime, whether of the product's underlying goal (hedonic vs. utilitarian) (Study 2) or of consumers{\textquoteright} own health motivations (Study 3). The results show that participants with high primed health motivation purchase hedonic food products with nutrition claims only if the product benefit is explicit. For utilitarian food products, the negative effect of the nutrition claim can be mitigated by making the perceived benefit explicit but only among participants with low self-health awareness. Priming thus can facilitate healthier food choices, though its outcomes depend on the type of food and self-health awareness.",
keywords = "Benefits sought, Hedonic food, Nutrition claims, Priming, Purchase intentions, Utilitarian food",
author = "Natascha Loebnitz and Grunert, {Klaus G}",
year = "2018",
doi = "10.1016/j.foodqual.2017.09.005",
language = "English",
volume = "64",
pages = "221--231",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "Pergamon Press",
number = "March",

}

RIS

TY - JOUR

T1 - Impact of self-health awareness and perceived product benefits on purchase intentions for hedonic and utilitarian foods with nutrition claims

AU - Loebnitz, Natascha

AU - Grunert, Klaus G

PY - 2018

Y1 - 2018

N2 - Making benefit cues explicitly available to consumers can mitigate the impacts of added product attributes, such as nutrition claims, from which consumers often infer negative meaning. Yet, food products also vary in the benefits that consumers value most; they regard taste as most important for hedonic foods, but performance as pertinent for utilitarian foods. This article presents three studies that examine how making perceived product benefits explicit affects consumers’ purchase intentions toward hedonic and utilitarian food products that feature nutrition claims. Self-health awareness may moderate this effect (Study 1), which also depends on the prime, whether of the product's underlying goal (hedonic vs. utilitarian) (Study 2) or of consumers’ own health motivations (Study 3). The results show that participants with high primed health motivation purchase hedonic food products with nutrition claims only if the product benefit is explicit. For utilitarian food products, the negative effect of the nutrition claim can be mitigated by making the perceived benefit explicit but only among participants with low self-health awareness. Priming thus can facilitate healthier food choices, though its outcomes depend on the type of food and self-health awareness.

AB - Making benefit cues explicitly available to consumers can mitigate the impacts of added product attributes, such as nutrition claims, from which consumers often infer negative meaning. Yet, food products also vary in the benefits that consumers value most; they regard taste as most important for hedonic foods, but performance as pertinent for utilitarian foods. This article presents three studies that examine how making perceived product benefits explicit affects consumers’ purchase intentions toward hedonic and utilitarian food products that feature nutrition claims. Self-health awareness may moderate this effect (Study 1), which also depends on the prime, whether of the product's underlying goal (hedonic vs. utilitarian) (Study 2) or of consumers’ own health motivations (Study 3). The results show that participants with high primed health motivation purchase hedonic food products with nutrition claims only if the product benefit is explicit. For utilitarian food products, the negative effect of the nutrition claim can be mitigated by making the perceived benefit explicit but only among participants with low self-health awareness. Priming thus can facilitate healthier food choices, though its outcomes depend on the type of food and self-health awareness.

KW - Benefits sought

KW - Hedonic food

KW - Nutrition claims

KW - Priming

KW - Purchase intentions

KW - Utilitarian food

UR - http://www.scopus.com/inward/record.url?scp=85032185747&partnerID=8YFLogxK

U2 - 10.1016/j.foodqual.2017.09.005

DO - 10.1016/j.foodqual.2017.09.005

M3 - Journal article

VL - 64

SP - 221

EP - 231

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

IS - March

ER -