Nutritional information as a source of consumer power and psychological empowerment

Abstract

The aim of this research is to determine the extent to which the use of the Internet and web technologies can enhance consumer power and psychological empowerment. Based on theories of power and empowerment, a model is proposed to improve the understanding of consumers' attitudes towards their food choices. The results show that the model tested among 300 Moroccan consumers using the structural equation method PLS explains a positive and direct effect between the use of the Internet and web technologies and the power of consumers in terms of food, and consequently their psychological empowerment in their food decision-making.