The Effect of Packaging Color and Health Claims on Product Attitude and Buying Intention

The growing concern for health is currently a global trend, so promoting healthy products is an opportunity that companies can exploit to differentiate their products in highly competitive markets. The purpose of this research is to examine the antecedents of social media advertising value and their consequences for attitudes to healthy food and intentions to consume it, in a representative sample of Spanish consumers. The theory of Ducoffe’s advertising value model was used as a conceptual framework for the antecedents of attitudes based on utilitarian and hedonic values. To achieve this objective, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of the Spanish population with 2023 valid questionnaires. The Partial Least Square (PLS) method was applied to test the hypothesized relationships and predictive variables. The result of this research allows us to determine which variables influence the consumer’s response, as measured by intention, motivated by the consumer’s attitude to the value of healthy food, as influenced by the advertising value on social networks. Furthermore, the findings show that, for advertising healthy food on social networks to be valuable, it must be credible and richly informative.

Section: Discussionmentioning

confidence: 99%

“…Thus, the promotion of healthier foods is gaining visibility [2]. Labeling food as healthy therefore attracts potential consumers and is a way of creating loyalty among current consumers, which is why it has become a trend in the current packaged food market [3].…”

Section: Introductionmentioning

confidence: 99%

Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response

Valiño

Rodríguez

2020

“…Final, frequency of visiting the fast food restaurant to buy/eat something was assessed. To measure this, participants were asked how often they visited the restaurant (i.e., “How many times a week/month/year do you visit this fast food restaurant to eat something and/or to buy food?’’, with the response options: 1 = never , 2 = less than annually , 3 = once a year , 4 = multiple times a year , 5 = once a month , 6 = multiple times a month , 7 = once a week , 8 = multiple times a week , 9 = every day , 10 = I don’t know ; [ 53 ]).…”

Section: Methodsmentioning

confidence: 99%

Taste and Health Information on Fast Food Menus to Encourage Young Adults to Choose Healthy Food Products: An Experimental Study

Folkvord

Zanden

Pabian

2020

Self Cite

Currently, a great number of people have an unhealthy dietary intake, leading to chronic diseases. Despite the high prevalence of obesity and people being overweight, only a few strategies to promote healthier food products have been proven effective. Therefore, the objective of this study was to test the effect of the presence of health information and its integration into a fast food menu context on young adults’ healthy food choices. An experimental between-subjects design consisting of three conditions—subtle, explicit, and no health information—was conducted among 142 participants aged 18 to 24 (Mage: 21.49, SD = 1.77). The results showed that when health information about healthy products was provided, the level of integration of the information into the menu context had an effect. More specifically, participants exposed to explicit health information about healthy products provided on the fast food menu were more likely to choose a healthy food product compared to participants exposed to subtle integrated health information. No interaction effect for moderating factors was found. In line with the healthy food promotion model, the findings suggest that the provision of explicit health information on healthy products stimulates healthy food choices in a fast food environment.

“…The influence of visual cues on consumer judgment and choice is particularly pronounced in the food domain, where product visuals have a large impact on consumer judgment and choice [ 65 , 90 , 91 , 92 ]. Product visual design carries a variety of elements that influence a consumers’ initial impression of food products [ 93 , 94 , 95 , 96 ].…”

Section: Literature Review and Theoretical Developmentmentioning

confidence: 99%

Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates

Tal

Gvili

Amar

2021

Consumers’ calorie estimates are often biased and inaccurate. Even the presence of relevant nutritional information may not suffice to prevent consumer biases in calorie estimation. The current work demonstrates across two studies that visual cues given by larger product depictions lead to increased calorie estimates. Further, it demonstrates that these effects occur even when consumers are given, and notice, information about product quantity. The findings thus shed light on a novel biasing effect on consumer calorie evaluation, and, more generally, the findings provide evidence for the importance of visual inputs over textual ones in consumers’ nutritional assessment of food products. In this, the current research provides insights relevant to helping nutritional literacy via awareness of biasing influences on caloric assessment. In the same manner, the research also provides insights that may assist the regulator protecting consumers by highlighting factors biasing nutritional assessment.