Department of Management

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

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

Standard

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

2015. Abstract from 12th European Nutrition Conference, Berlin, Germany.

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

Harvard

Hoefkens , C, Hung , Y, Hieke, S, Grunert, KG & Verbeke, W 2015, 'Motivation outweighs ability in explaining European consumers' use of health claims', 12th European Nutrition Conference, Berlin, Germany, 20/10/2015 - 23/10/2015.

APA

Hoefkens , C., Hung , Y., Hieke, S., Grunert, K. G., & Verbeke, W. (2015). Motivation outweighs ability in explaining European consumers' use of health claims. Abstract from 12th European Nutrition Conference, Berlin, Germany.

CBE

Hoefkens C, Hung Y, Hieke S, Grunert KG, Verbeke W. 2015. Motivation outweighs ability in explaining European consumers' use of health claims. Abstract from 12th European Nutrition Conference, Berlin, Germany.

MLA

Hoefkens , Christine et al. Motivation outweighs ability in explaining European consumers' use of health claims. 12th European Nutrition Conference, 20 Oct 2015, Berlin, Germany, Conference abstract for conference, 2015.

Vancouver

Hoefkens C, Hung Y, Hieke S, Grunert KG, Verbeke W. Motivation outweighs ability in explaining European consumers' use of health claims. 2015. Abstract from 12th European Nutrition Conference, Berlin, Germany.

Author

Hoefkens , Christine ; Hung , Yung ; Hieke, Sophie ; Grunert, Klaus G ; Verbeke, Wim. / Motivation outweighs ability in explaining European consumers' use of health claims. Abstract from 12th European Nutrition Conference, Berlin, Germany.

Bibtex

@conference{1af715afa87b49349053c567dc969091,
title = "Motivation outweighs ability in explaining European consumers' use of health claims",
abstract = "Introduction: Health claims promise health benefits beyond basic nutrition, but their impact on food choices is largely determined by consumers{\textquoteright} motivation and ability to process these claims.Objectives: This study aimed at investigating the role of consumers{\textquoteright} motivation and ability to process health claims and some determinants (interest in healthy eating, need for information, knowledge) in explaining the use of health claims. Method / Design: Data were collected in spring 2014 through a cross-sectional quantitative online survey with samples representative for age, gender and region in 10 European countries: United Kingdom, Germany, The Netherlands, Spain, Slovenia, Czech Republic, France, Denmark, Greece and Lithuania (n=5,337). Structural equation modelling was used to simultaneously estimate the strength and direction of relationships between motivation and ability to process, various determinants, and use of health claims. Results: Motivation to process emerged as a key determinant of European consumers{\textquoteright} use of health claims. Ability to process impacted claim use to a much smaller extent, but was strongly influenced by the motivation to process. In order to be motivated, consumers are required to have a need for health-related information, which was in turn driven by an interest in healthy eating. Compared to objective knowledge (both about nutrition and health claims), a higher subjective knowledge about the healthiness of food increased consumers{\textquoteright} ability to process health claims. Moreover, participants with greater objective knowledge were found to be less able to process health claims. Both types of objective knowledge were positively related. Conclusions: Motivation rather than the ability determines European consumers{\textquoteright} use of health claims. Therefore, food and nutrition policy should focus on ways to improve consumers{\textquoteright} motivation to process health claims by increasing their interest in healthy eating and their need for health-related information.",
keywords = "Health claims, Motivation to process, Ability to process, Use",
author = "Christine Hoefkens and Yung Hung and Sophie Hieke and Grunert, {Klaus G} and Wim Verbeke",
year = "2015",
language = "English",
note = "12th European Nutrition Conference ; Conference date: 20-10-2015 Through 23-10-2015",

}

RIS

TY - ABST

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

AU - Hoefkens , Christine

AU - Hung , Yung

AU - Hieke, Sophie

AU - Grunert, Klaus G

AU - Verbeke, Wim

N1 - Conference code: 12th

PY - 2015

Y1 - 2015

N2 - Introduction: Health claims promise health benefits beyond basic nutrition, but their impact on food choices is largely determined by consumers’ motivation and ability to process these claims.Objectives: This study aimed at investigating the role of consumers’ motivation and ability to process health claims and some determinants (interest in healthy eating, need for information, knowledge) in explaining the use of health claims. Method / Design: Data were collected in spring 2014 through a cross-sectional quantitative online survey with samples representative for age, gender and region in 10 European countries: United Kingdom, Germany, The Netherlands, Spain, Slovenia, Czech Republic, France, Denmark, Greece and Lithuania (n=5,337). Structural equation modelling was used to simultaneously estimate the strength and direction of relationships between motivation and ability to process, various determinants, and use of health claims. Results: Motivation to process emerged as a key determinant of European consumers’ use of health claims. Ability to process impacted claim use to a much smaller extent, but was strongly influenced by the motivation to process. In order to be motivated, consumers are required to have a need for health-related information, which was in turn driven by an interest in healthy eating. Compared to objective knowledge (both about nutrition and health claims), a higher subjective knowledge about the healthiness of food increased consumers’ ability to process health claims. Moreover, participants with greater objective knowledge were found to be less able to process health claims. Both types of objective knowledge were positively related. Conclusions: Motivation rather than the ability determines European consumers’ use of health claims. Therefore, food and nutrition policy should focus on ways to improve consumers’ motivation to process health claims by increasing their interest in healthy eating and their need for health-related information.

AB - Introduction: Health claims promise health benefits beyond basic nutrition, but their impact on food choices is largely determined by consumers’ motivation and ability to process these claims.Objectives: This study aimed at investigating the role of consumers’ motivation and ability to process health claims and some determinants (interest in healthy eating, need for information, knowledge) in explaining the use of health claims. Method / Design: Data were collected in spring 2014 through a cross-sectional quantitative online survey with samples representative for age, gender and region in 10 European countries: United Kingdom, Germany, The Netherlands, Spain, Slovenia, Czech Republic, France, Denmark, Greece and Lithuania (n=5,337). Structural equation modelling was used to simultaneously estimate the strength and direction of relationships between motivation and ability to process, various determinants, and use of health claims. Results: Motivation to process emerged as a key determinant of European consumers’ use of health claims. Ability to process impacted claim use to a much smaller extent, but was strongly influenced by the motivation to process. In order to be motivated, consumers are required to have a need for health-related information, which was in turn driven by an interest in healthy eating. Compared to objective knowledge (both about nutrition and health claims), a higher subjective knowledge about the healthiness of food increased consumers’ ability to process health claims. Moreover, participants with greater objective knowledge were found to be less able to process health claims. Both types of objective knowledge were positively related. Conclusions: Motivation rather than the ability determines European consumers’ use of health claims. Therefore, food and nutrition policy should focus on ways to improve consumers’ motivation to process health claims by increasing their interest in healthy eating and their need for health-related information.

KW - Health claims

KW - Motivation to process

KW - Ability to process

KW - Use

M3 - Conference abstract for conference

T2 - 12th European Nutrition Conference

Y2 - 20 October 2015 through 23 October 2015

ER -