Personal and psychological traits influencing the willingness to pay for food with nutritional claims: A comparison between vice and virtue food products

López-Galán, B. (Universidad de Zaragoza) ; de-Magistris, T.

Resumen: Several studies have demonstrated the usefulness of nutritional claims (NCs) to help consumers make more informed food decisions. However, fewer studies have investigated the effect of personal and psychological consumer characteristics on their food purchase decision. Hence, the main aim of this study is to examine the impact of body image, emotional eating style, anxiety traits, and body mass index on consumer preferences for multiple NCs on the front of the package (FOP) of hedonic (potato chips) and utilitarian (toasted bread) products carrying the same NCs. Therefore, a real choice experiment (RCE) has been used and the willingness-to-pay-space model was estimated to analyse the interaction between personal and psychological characteristics and consumer preferences. The main finding suggests differences in purchase behaviour between potato chips and toasted bread. In particular, consumers are willing to pay more for toasted bread with one NC than potato chips with one NC. Moreover, personal and psychological consumer characteristics influence the purchase behaviour regarding food products with nutritional claims. However, only the anxiety trait appears to explain the differences between the selection of both types of food products. In line with this new evidence, we proposed some behavioural, political, and managerial implications.

Idioma: Inglés

DOI: 10.3390/FOODS9060733

Año: 2020

Publicado en: Foods 9, 6 (2020), 733 [17 pp]
ISSN: 2304-8158

Factor impacto JCR: 4.35 (2020)

Categ. JCR: FOOD SCIENCE & TECHNOLOGY rank: 37 / 144 = 0.257 (2020) - Q2 - T1

Factor impacto SCIMAGO: 0.774 - Food Science (Q1) - Health (social science) (Q1) - Plant Science (Q1) - Microbiology (Q1) - Health Professions (miscellaneous) (Q1)

Financiación: info:eu-repo/grantAgreement/EC/FP7/332769/EU/Fighting against obesity in Europe: The role of health related-claim labels in food products/OBESCLAIM

Tipo y forma: Artículo (Versión definitiva)

Área (Departamento): Área Fund. Análisis Económico (Dpto. Análisis Económico)