Purpose The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers. Design/methodology/approach The present study adopted the survey method to know the influence of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian FMCG consumers. This study has performed a survey on 250 respondents using the self-administered questionnaire consisting of 18 measurement scales. Findings The major findings of this study indicate celebrity trust and celebrity expertise are the most important dimensions of celebrity to influence the risk perceptions of Indian FMCG consumers. The risk perceptions positively influence the purchase intentions of Indian FMCG consumers. Research limitations/implications This study was limited to the Indian context, but theoretical contributions in terms of justifying the relationship linking variables, which might affect success, as well as the failure of celebrity endorsements. Practical implications The research findings can assist the practitioners in selecting the right celebrity endorser as a spokesperson for promoting Indian FMCG brands based on three dimensions of celebrity credibility (trust, expertise and attractiveness). Originality/value The study has proposed and tested the new theoretical model considering the celebrity trust, celebrity expertise and celebrity attractiveness as the affective responses from the buyers of FMCG. Perceived risk is mainly cognitive responses influenced through celebrity credible sources. The study attempted to investigate the impact of both affective and cognitive responses on the purchase intentions of Indian FMCG consumers.

Purpose The purpose of the conceptual paper was to identify diverse factors that had an impact on the purchase decision of fortified foods and beverages (FFB), and the specific aim was to critically review the role of consumer health consciousness and the labelling aspects of the acceptance of FFB. Design/methodology/approach The study was based on a systematic and extensive review of literature, which had been carried out by searching electronic databases focusing on the different factors influencing consumer acceptance of health foods from the year 1975 to 2016. Findings Based on the extensive review of literature, the study identified important factors that had influenced the consumer acceptance of FFB. Further, the study has proposed an integrated FFB acceptance model for the Indian health food market. Research limitations/implications The proposed conceptual model of consumer acceptance of FFB needs to be empirically tested. Therefore, researchers are encouraged to test the proposed propositions further. Practical implications The proposed consumer acceptance model can act as a guideline to the marketers to segment and position their food products successfully. Moreover, the study will also help the health policymakers to form and execute the required policies to augment the public health. Originality/value Given that there was a lack of information about buyers and non-buyers of functional/FFB in India, the research study can be taken as a starting point upon which other studies that investigate the attitudes and the purchasing behaviour of consumers of FFB can be built.

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