Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and moderating effect of food neophobia |
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| Affiliation: | 1. School of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, PR China;2. Key Laboratory of Bionic Engineering, Ministry of Education, Jilin University, 5988 Renmin Street, Changchun 130022, PR China;3. School of Management, Jilin University, 5988 Renmin Street, Changchun 130022, PR China;1. The New Zealand Institute for Plant & Food Research, Auckland, New Zealand;2. The University of Copenhagen, Denmark;3. TasteMatters Research & Consulting, Sydney, Australia;4. The University of Florence, Italy;1. Department of Agricultural and Environmental Science, University of Bari, Via Orabona n. 4, 70125 Bari, BA, Italy;2. Department of Pharmacy - Pharmaceutical Sciences, University of Bari, Via Orabona n. 4, 70125 Bari, BA, Italy;1. University of Goettingen, Platz der Göttinger Sieben 3, 37073, Göttingen, Germany;2. Aarhus University, Fuglesangs Allé 4, 8210, Aarhus V, Denmark;1. Department of Management, ISM University of Management and Economics, Arkliu g. 18, LT-01305 Vilnius, Lithuania;2. Department of Marketing, University of Groningen, Nettelbosje 2, 9747, AE, Groningen, the Netherlands;3. School of Marketing and International Business, Victoria University of Wellington, PO Box 600, Wellington 6140, New Zealand;4. Department of Health Education and Health Sociology, School of Public Health, The University of Tokyo Faculty of Medicine Bldg. 3 Rm S310, 7-3-1 Hongo, Bunkyo-ku, Tokyo, Japan |
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| Abstract: | 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. |
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| Keywords: | Functional food Trust Health consciousness Price Food choice Consumer behavior Mainland China |
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