Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and moderating effect of food neophobia
Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and moderating effect of food neophobia
复制标题
重新认识功能食品购买的前因：购买态度的中介作用和食品恐惧症的调节作用
DOI：
10.1016/j.foodqual.2018.11.001
复制
发表时间：
2019-04-01
影响因子：
5.3
通讯作者：
Gong, Shunlong
中科院分区：
文献类型：
--
作者：
Huang, Lian;Bai, Li;Gong, Shunlong
全球功能性食品市场蓬勃发展，中国有望成为最有前景的市场之一。但中国大陆消费者对功能性食品购买态度和购买意向的形成机制却知之甚少。本研究通过关注购买态度作为中介变量和食品恐惧症作为调节变量，探讨了信任、健康意识和价格在塑造消费者对功能性食品的购买意愿中的作用。 1144名中国人的样本结果表明，中国消费者对功能性食品的购买意愿中等。对食品系统的信任和健康意识通过购买态度积极影响购买意愿。价格对购买意愿产生负面影响；同时，负面影响可以通过健康意识来抵消。食物恐新症并不直接影响个体的购买态度或意图，而是调节前因与个体之间的关系。食品新恐惧症程度较低的消费者将较高的价格视为金钱牺牲，而他们的同行可能将较高的价格视为更高的质量信号。该研究为食品行业提供了针对中国大陆市场的功能性食品的开发和营销的见解。
The world market for functional foods has grown dynamically and China is expected to be one of the most promising markets. But little is understood the formation mechanisms of consumers' purchase attitude and intention toward functional foods in Mainland China. The current study investigates the roles of trust, health consciousness and price in shaping consumers' purchase intention toward functional foods by focusing on purchase attitude as a mediator and food neophobia as a moderator. Results from the sample of 1144 Chinese suggest that Chinese consumers had moderate purchase intention toward functional foods. Trust in the food system and health consciousness positively affects purchase intention via purchase attitude. Price negatively affects purchase intention; meanwhile, the negative effect could be counteracted by health consciousness. Food neophobia does not directly affect individuals' purchase attitude or intention, but moderates the relationships between antecedents and them. Consumers with a low level of food neophobia treat higher price as a monetary sacrifice, while their counterparts may regard a higher price as a greater quality signal. The study offers the food industry insights into the development and marketing of functional foods targeted to the Mainland China market.