Motivation outweighs ability in explaining European consumers’ use of health claims

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Motivation outweighs ability in explaining European consumers’ use of health claims. / Hung , Yung ; Grunert, Klaus G.; Hoefkens , Christine ; Hieke, Sophie; Verbeke, Wim.

In: Food Quality and Preference, Vol. 58, 2017, p. 34-44.

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

Harvard

Hung , Y, Grunert, KG, Hoefkens , C, Hieke, S & Verbeke, W 2017, 'Motivation outweighs ability in explaining European consumers’ use of health claims' Food Quality and Preference, vol. 58, pp. 34-44. https://doi.org/10.1016/j.foodqual.2017.01.001

APA

Hung , Y., Grunert, K. G., Hoefkens , C., Hieke, S., & Verbeke, W. (2017). Motivation outweighs ability in explaining European consumers’ use of health claims. Food Quality and Preference, 58, 34-44. https://doi.org/10.1016/j.foodqual.2017.01.001

CBE

MLA

Vancouver

Author

Hung , Yung ; Grunert, Klaus G. ; Hoefkens , Christine ; Hieke, Sophie ; Verbeke, Wim. / Motivation outweighs ability in explaining European consumers’ use of health claims. In: Food Quality and Preference. 2017 ; Vol. 58. pp. 34-44.

Bibtex

@article{0b46540083424a8c878a3978beede0e2,
title = "Motivation outweighs ability in explaining European consumers’ use of health claims",
abstract = "Health claims promise health benefits beyond basic nutrition, but their impact on food choices is largelydetermined by consumers’ motivation and ability to process these claims. This study investigates the roleof consumers’ motivation and ability to process health claims as well as attitudinal and cognitive determinantsin explaining the use of health claims. Data were collected in Spring 2014 through a crosssectionalquantitative online survey with samples representative for age, gender and region in 10European countries: United Kingdom, Germany, The Netherlands, Spain, Slovenia, Czech Republic,France, Denmark, Greece, and Lithuania (n = 5337). Structural equation modelling was used to simultaneouslyestimate the strength and direction of effects between motivation and ability to process, variousdeterminants, and two components of health claim use. Motivation to process emerged as a key determinantof European consumers’ use of health claims. Ability to process impacted claim use to a much smallerextent, but was strongly and positively influenced by the motivation to process. In order to bemotivated, consumers are required to experience a need for health-related information, which in turnis driven by an interest in healthy eating. Participants with greater health claim-related knowledgetended to be more able but less motivated to process health claims. There were no substantial differencesin the tested model between countries that had regulation for health claims prior to 2006 and those thatdid not, despite the considerable differences in their historical and current prevalence of health claims.Therefore, European food and nutrition policies and marketing strategies should focus on ways toimprove consumers’ motivation to process health claims by increasing their interest in healthy eatingand need for health-related information.",
author = "Yung Hung and Grunert, {Klaus G.} and Christine Hoefkens and Sophie Hieke and Wim Verbeke",
year = "2017",
doi = "10.1016/j.foodqual.2017.01.001",
language = "English",
volume = "58",
pages = "34--44",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "Pergamon Press",

}

RIS

TY - JOUR

T1 - Motivation outweighs ability in explaining European consumers’ use of health claims

AU - Hung , Yung

AU - Grunert, Klaus G.

AU - Hoefkens , Christine

AU - Hieke, Sophie

AU - Verbeke, Wim

PY - 2017

Y1 - 2017

N2 - Health claims promise health benefits beyond basic nutrition, but their impact on food choices is largelydetermined by consumers’ motivation and ability to process these claims. This study investigates the roleof consumers’ motivation and ability to process health claims as well as attitudinal and cognitive determinantsin explaining the use of health claims. Data were collected in Spring 2014 through a crosssectionalquantitative online survey with samples representative for age, gender and region in 10European countries: United Kingdom, Germany, The Netherlands, Spain, Slovenia, Czech Republic,France, Denmark, Greece, and Lithuania (n = 5337). Structural equation modelling was used to simultaneouslyestimate the strength and direction of effects between motivation and ability to process, variousdeterminants, and two components of health claim use. Motivation to process emerged as a key determinantof European consumers’ use of health claims. Ability to process impacted claim use to a much smallerextent, but was strongly and positively influenced by the motivation to process. In order to bemotivated, consumers are required to experience a need for health-related information, which in turnis driven by an interest in healthy eating. Participants with greater health claim-related knowledgetended to be more able but less motivated to process health claims. There were no substantial differencesin the tested model between countries that had regulation for health claims prior to 2006 and those thatdid not, despite the considerable differences in their historical and current prevalence of health claims.Therefore, European food and nutrition policies and marketing strategies should focus on ways toimprove consumers’ motivation to process health claims by increasing their interest in healthy eatingand need for health-related information.

AB - Health claims promise health benefits beyond basic nutrition, but their impact on food choices is largelydetermined by consumers’ motivation and ability to process these claims. This study investigates the roleof consumers’ motivation and ability to process health claims as well as attitudinal and cognitive determinantsin explaining the use of health claims. Data were collected in Spring 2014 through a crosssectionalquantitative online survey with samples representative for age, gender and region in 10European countries: United Kingdom, Germany, The Netherlands, Spain, Slovenia, Czech Republic,France, Denmark, Greece, and Lithuania (n = 5337). Structural equation modelling was used to simultaneouslyestimate the strength and direction of effects between motivation and ability to process, variousdeterminants, and two components of health claim use. Motivation to process emerged as a key determinantof European consumers’ use of health claims. Ability to process impacted claim use to a much smallerextent, but was strongly and positively influenced by the motivation to process. In order to bemotivated, consumers are required to experience a need for health-related information, which in turnis driven by an interest in healthy eating. Participants with greater health claim-related knowledgetended to be more able but less motivated to process health claims. There were no substantial differencesin the tested model between countries that had regulation for health claims prior to 2006 and those thatdid not, despite the considerable differences in their historical and current prevalence of health claims.Therefore, European food and nutrition policies and marketing strategies should focus on ways toimprove consumers’ motivation to process health claims by increasing their interest in healthy eatingand need for health-related information.

U2 - 10.1016/j.foodqual.2017.01.001

DO - 10.1016/j.foodqual.2017.01.001

M3 - Journal article

VL - 58

SP - 34

EP - 44

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

ER -