The influence of health star rating labels on plant-based foods: The moderating role of consumers’ believability

Ang, Ming Yang Avon; Pontes, Nicolas; France, Cassandra

doi:10.1016/j.foodqual.2023.104827

Cited by 12 publications

(4 citation statements)

References 50 publications

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“…2.1 MPE on perceived healthiness and purchase intention MPE generally refers to an experience wherein consumers translate their strong beliefs and firm attitudes into customer value, thereby obtaining greater efficiency in the purchase of goods (Geers et al, 2005;Irmak et al, 2005;Hallez et al, 2023). The idea is that the MPE offers consumers a chance to buy a concept or a feeling rather than just an object or a service, the MPE creating a stronger emotional connection between the consumer and the product or service by emphasizing the values, beliefs or goals that the product represents (Plassmann and Weber, 2015;Garvey et al, 2016;S€ orqvist et al, 2016;Cornil et al, 2017;Ang et al, 2023). Indeed, MPE involves the dual dimensions of belief and attitude as second-order constructs, which are adopted in this study to measure how the concept influences consumer perceptions of reduced-sugar labeled products.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling

Huang,

Song,

Liu

et al. 2024

APJML

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PurposeThe purpose of this study is to provide a nuanced understanding of the marketing placebo effect (MPE) of products with reduced sugar labeling and how it forms certain perceptual underpins (perceived healthiness (PH) and perceived tastiness (PT)), with the potential effect of product category and social class in consideration.Design/methodology/approachThe proposed model is tested using a sample of 822 participants by employing partial least squares structural equation modeling (PLS-SEM). Hypothetical relationships among MPE, PH, PT, purchase intention (PI) and social class are examined for both hedonic and utilitarian products.FindingsThe results highlight the positive role of MPE in leveraging consumer PI through the parallel mediation of PH and PT. The positive effect of MPE on PH and PT was more pronounced for the utilitarian product. In addition, social class negatively moderated the relationship between PH and PI only in the case of the utilitarian product.Originality/valueThis paper contributed to the MPE literature in the food industry by challenging the conventional intuition of “Unhealthy = Tasty” and highlighting the potential of perceived food healthiness to positively influence perceived food tastiness under the effect of MPE. An upper social class would attenuate the positive effect of perceived food healthiness on PI.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling

Huang,

Song,

Liu

et al. 2024

APJML

View full text Add to dashboard Cite

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“…Numerous studies have consistently indicated that the perceived healthiness of a product usually positively influences consumers' purchase intentions [30][31][32]. Vice food options typically present people with a choice dilemma weighing short-term hedonism against long-term health goals [33].…”

Section: Vice-packaged Food With Vice-virtue Bundles and Purchase Int...mentioning

confidence: 99%

“…Previous literature has investigated the factors influencing purchase intentions for packaged food from various angles, including package appearances such as color [53], shape [26], and pattern complexity [11], as well as package material features like plastic content [54] and smart degree [55]. Additionally, the claims of included ingredients on the packaging, such as botanical ingredients [30] and flavor-giving components [56], have been explored. Our research enriches this line of literature by identifying an original factor, that is, vice-virtue bundles claimed on the packaging, that positively influences consumers' willingness to buy vice-packaged food.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments

Yu,

Sun,

Feng

et al. 2023

Foods

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Packaged foods have significantly expanded their market presence, with the utilization of vice–virtue bundles gaining momentum, particularly in the realm of vice-packaged foods. Consequently, understanding how consumers respond to vice-packaged food with vice–virtue bundles (i.e., vice-packaged food combined with virtue ingredients) becomes crucial. This research investigates this issue through four experiments employing a one-way between-subjects design, incorporating distinct stimuli and measures, and involving samples from diverse sources. In Experiment 1 (n = 172), Experiment 2 (n = 169), and the follow-up experiment (n = 153), variance analysis, chi-square test, and mediating analysis demonstrate that consumers are more inclined to purchase vice-packaged food with vice–virtue bundles owing to the perception of it being healthier than vice packaged food with vice–virtue bundles. Furthermore, Experiment 3 (n = 249) employs moderated mediation analysis, uncovering that both the heightened purchase intention for vice-packaged food with vice–virtue bundles and the mediating effect of perceived healthiness are attenuated among consumers with prevention (vs. promotion) focus. Beyond contributing to theories on packaged food consumption, vice–virtue bundles, and regulatory focus theory, these findings hold practical implications for packaged food marketing, promoting rational food choices, and enhancing healthier diets.

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“…Pereira 2022). As conventionally produced burger patties continue to cede market share to plant-based protein alternatives (Ang et al 2023), questions are beginning to arise on the effect that introducing cultured meat 1 could have on the livestock industry and its supporting stakeholders. The Italian government has acted on these concerns by developing legislation that would prevent the production of cultured meat production, as it is perceived as a product that threatens the country's food heritage and agricultural industries (Holland 2023).…”

mentioning

confidence: 99%

The coexistence of psychological drivers and deterrents of consumers’ willingness to try cultured meat hamburger patties: evidence from South Africa

Tsvakirai,

Nalley

2023

Agric Econ

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The widespread consumption of alternative meat products, such as plant-based alternatives in the hamburger patty market, has provided insights into the potential of commercially produced cultured meat. Evidence from previous alternative meat studies shows mixed results on whether experience with commercially available alternative protein will help to overcome or compound consumers’ concerns about cultured meat. This study investigates the effect that South African consumers’ implicit perceptions developed by experience with and from attitudes about novel products and perceptions about the product could influence their acceptance of cultured meat. South African consumers’ perceptions were estimated using opinion statements, and the level of agreement was ranked on a Likert scale. Composite indices were extracted from these data, which were regressed against consumers’ willingness to try cultured meat burger patties. Results suggest that the implicit perceptions (worldviews) promoted both neophobic and neophilic attitudes, while explicit (product-specific) perceptions indicated that concerns of anticipated social, cultural and economic disruptions may drive non-adoption. The study’s results suggest targeted marketing approaches that can utilise implicit perceptions to promote consumer adoption. Other results indicated the areas of concern that should be addressed to facilitate acceptance and the population groups that could be targeted as early adopters. These results contribute to a better understanding of the potential market for cultured meat in the world's eighth-largest per capita beef consumer and provide insights into drivers and deterrents of cultured meat in an environment that struggles with food security.

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The influence of health star rating labels on plant-based foods: The moderating role of consumers’ believability

Cited by 12 publications

References 50 publications

Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling

Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling

The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments

The coexistence of psychological drivers and deterrents of consumers’ willingness to try cultured meat hamburger patties: evidence from South Africa

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