Consumers’ concern towards palm oil consumption

Abstract

Purpose Palm oil is a versatile ingredient of many food and non-food products. Yet, over the last year it has rapidly become a controversial product due to its alleged harmful health and environmental effects. Palm oil has rapidly become a controversial product. As a consequence, many food companies have introduced alternative fat sources into their products, in order to meet consumers’ concerns. The purpose of this paper is to: first, investigate consumer purchase intention by assessing whether the environmental, social and health concerns (HCs) act as drivers with regard to the choice of not consuming products containing palm oil; and second, estimate the direct effect of participants’ information seeking (IS) upon their intention, and whether IS mediates the effects of the attitudinal latent constructs on intention. Design/methodology/approach A quantitative survey of 608 respondents was performed. A structural equation modelling (SEM) procedure was implemented. Findings Results show that: first, HC is the main driver of participants’ intention to reduce palm oil consumption; second, consumers’ attitudes towards environment and social fairness exert significant direct effects upon intention; third, IS exerts a direct effect on intention; also, it partially mediates the effects of environmental and social concerns, whereas it totally mediates the HC effect. Originality/value This is the first study to address the issue of comparison between different drivers of sustainable consumer intentions using a formal test by SEM. Moreover, findings add insightful discussion points to some important issues concerning the role of consumers in the current food system organisational structure and strategies.

Perceived Consequences: General or Specific? The Case of Palm Oil-Free Products

“…We also strive to identify the consequence factor with the strongest influence on consumers to purchase palm oil-free products. To examine this latter aim, Verneau et al [19] have already modeled consumer behavior with the statements we applied, and their research included more indirect relations than what we explored in our current study. That study did not, however, investigate personal beliefs.…”

“…Sodano et al [16] identified three risk types (health, environmental and social) associated with products containing palm oil. Further research has explored consumer perceptions of these risk types from different perspectives, and how these factors influence purchase intent [3,11,[18][19][20]30,33,34]. Numerous studies have examined specific problems arising during the process of palm oil production [3,11,20,30,33] and only a few were based on the impact of risks perceived in general [18,19,34].…”

“…Further research has explored consumer perceptions of these risk types from different perspectives, and how these factors influence purchase intent [3,11,[18][19][20]30,33,34]. Numerous studies have examined specific problems arising during the process of palm oil production [3,11,20,30,33] and only a few were based on the impact of risks perceived in general [18,19,34]. This duality can result in different outcomes for specific consequences.…”

“…Some studies compare the effects of these consequences. Some results show that environmental consequences have a bigger influence on consumer perceptions [18], while other results show that health consequences do, even if only indirectly [19]. Yet others show that the two consequence types influence consumers to a similar extent [12,16].…”

“…Previous research on the health effects of palm oil has investigated its contribution to the development of coronary heart disease; however, compared to other oils, the effect of palm oil on cholesterol levels can be considered neutral [17]. Several studies point out the health effects of palm oil as the main factor influencing its consumption [18,19]. According to the results of Verneau and colleagues, it is the alleged detrimental health effects of palm oil consumption that motivate consumers to avoid products that contain it.…”