Country-Wise Differences in Perception of Health-Related Messages in Cereal-Based Food Products

Food Quality and Preference, Vol. 21, 2010

Posted: 21 Mar 2010 Last revised: 16 Jan 2011

See all articles by A. Saba

A. Saba

affiliation not provided to SSRN

Marco Vassallo

affiliation not provided to SSRN

Neil Shephard

Harvard University

Piritta Lampila

affiliation not provided to SSRN

Anne Arvola

VTT Technical Research Centre of Finland

Moira Dean

affiliation not provided to SSRN

Markus Winkelmann

affiliation not provided to SSRN

Erika Claupein

affiliation not provided to SSRN

Liisa Lähteenmäki

Aarhus University - Department of Marketing and Statistics

Date Written: March 15, 2010

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.

Keywords: Perceived healthiness, Likelihood to buy, Health-related messages, Conjoint analysis, Cereal-based products, Country-wise study

Suggested Citation

Saba, A. and Vassallo, Marco and Shephard, Neil and Lampila, Piritta and Arvola, Anne and Dean, Moira and Winkelmann, Markus and Claupein, Erika and Lähteenmäki, Liisa, Country-Wise Differences in Perception of Health-Related Messages in Cereal-Based Food Products (March 15, 2010). Food Quality and Preference, Vol. 21, 2010. Available at SSRN: https://ssrn.com/abstract=1571242

A. Saba (Contact Author)

affiliation not provided to SSRN ( email )

Marco Vassallo

affiliation not provided to SSRN ( email )

Neil Shephard

Harvard University ( email )

1875 Cambridge Street
Cambridge, MA 02138
United States

Piritta Lampila

affiliation not provided to SSRN ( email )

Anne Arvola

VTT Technical Research Centre of Finland ( email )

FIN-02044 VTT
Finland

Moira Dean

affiliation not provided to SSRN ( email )

No Address Available

Markus Winkelmann

affiliation not provided to SSRN ( email )

Erika Claupein

affiliation not provided to SSRN ( email )

Liisa Lähteenmäki

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
DK-8210 Aarhus
Denmark

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