Perceived health benefits and food purchasing decisions
Abstract
Purpose
The purpose of this research is to investigate the relative importance to consumers of different health benefits of food.
Design/methodology/approach
This study uses conjoint analysis to investigate the relative importance of five health benefits to consumers in their intention to buy a food.
Findings
The results suggest that the single most important health benefit influencing purchase intentions is high nutritional value. If two health benefits are to be promoted, for the total sample the most effective combination would be high nutritional value and the potential to reduce cancer, followed by high nutritional value and proven to reduce the risk of heart disease. However, for those respondents with less than a college education, the most effective combination would be high nutritional value and the potential to reduce arthritis.
Research limitations/implications
The sample size is small – 238 respondents.
Practical implications
The results can be used to help food marketers offer and promote health benefits of their products.
Social implications
More effective marketing of health benefits of foods should increase consumption of healthy foods, which will enhance consumer welfare.
Originality/value
Conjoint analysis has not previously been used in studies of this topic. The advantage of conjoint analysis over other analytical techniques is that it incorporates realistic trade‐offs when measuring consumer preferences.
Keywords
Citation
Darian, J.C. and Tucci, L. (2011), "Perceived health benefits and food purchasing decisions", Journal of Consumer Marketing, Vol. 28 No. 6, pp. 421-428. https://doi.org/10.1108/07363761111165930
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited