Country-wise differences in perception of health-related messages in cereal-based food products |
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| Authors: | A. Saba M. Vassallo R. Shepherd P. Lampila A. Arvola M. Dean M. Winkelmann E. Claupein L. Lähteenmäki |
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| Affiliation: | 1. Istituto Nazionale di Ricerca per gli Alimenti e la Nutrizione, via Ardeatina 546, 00178 Roma, Italy;2. Department of Psychology, University of Surrey, UK;3. VTT, P.O. Box 1000, FIN-02044 VTT, Finland, UK;4. School of Biological Sciences, Queen’s University Belfast, Northern Ireland, UK;5. Max Rubner-Institut, Karlsruhe, Germany;6. MAPP, Aarhus School of Business, University of Aarhus, Denmark;1. Centro de Investigación Básica en Psicología, Facultad de Psicología, Universidad de la República, Tristán Narvaja 1674, CP 11200 Montevideo, Uruguay;2. MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus University, Bartholins Allé 10, 8000 Aarhus, Denmark;3. Observatorio de Seguridad Alimentaria, Instituto Nacional de Alimentación, Piedras 165, C.P. 11000 Montevideo, Uruguay;4. Sensometrics & Consumer Science, Instituto Polo Tecnológico de Pando, Facultad de Química, Universidad de la República, By Pass de Rutas 8 y 101 s/n, C.P. 91000 Pando, Canelones, Uruguay;1. Kiel University, A&F Marketing — Consumer Psychology, Wilhelm-Seeligplatz 6/7, 24098 Kiel, Germany;2. Ehrenberg-Bass Institute for Marketing Science, University of South of Australia, Adelaide, Australia;1. Nutrition Institute, Tr?a?ka cesta 40, 1000 Ljubljana, Slovenia;2. MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus University, Bartholins Allé 10, 8000 Aarhus C, Denmark;3. University of Ljubljana, Biotechnical Faculty, Jamnikarjeva ulica 101, 1000 Ljubljana, Slovenia;1. ETH Zurich, Department Health Science and Technology (D-HEST), Consumer Behavior, Switzerland;2. European Food Information Council, Brussels, Belgium;1. Department of Marketing, Portland State University, 1825 SW Broadway, SBA 575 Portland, OR, USA;2. Department of Marketing, University of Central Florida, 4000 Central Florida Blvd., BA2 308H Orlando, FL, USA |
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| Abstract: | The objective of the present study was to explore the impact of health-related messages on the perceived overall healthiness and consumers’ likelihood to buy cereal-based products or non-cereal products containing beneficial compounds from grains, across four European countries. The data were collected from a sample of 2392 members of the public in Finland, Germany, Italy and the UK. The results from a conjoint task with a main effects additive model were reported. In general, the presence of a verbal health claim on foods had positive influence on respondents perception of healthiness and on likelihood to buy the products, whereas the pictorial health claims were found to have a weak influence on the two dependent variables. However, the findings showed that health-related information on food labels differently influenced the healthiness perception and the likelihood to buy the product across the four countries, suggesting that different cultures, traditions, and eating habits have to be taken into account before positioning cereal-based products containing beneficial compounds from grains on the market. |
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