Impact of Health-Related Claims on the Perception of Other Product Attributes

Posted: 11 May 2011

See all articles by Liisa Lähteenmäki

Liisa Lähteenmäki

Aarhus University - Department of Marketing and Statistics

Piritta Lampila

affiliation not provided to SSRN

Klaus G. Grunert

Aarhus University - Department of Marketing

Yasemin Boztug

Aarhus University - School of Business and Social Sciences

Øydis Ueland

affiliation not provided to SSRN

Annika Åström

affiliation not provided to SSRN

Emilia Martinsdottir

affiliation not provided to SSRN

Date Written: May 4, 2011

Abstract

New EU legislation (EU Regulation 1924/2006) will allow a number of nutrition and health claims in food products. The objective of this research was to study how health claims affect consumers’ perception of other product attributes. A survey with a total of 4612 respondents from the Nordic countries explored consumers’ perceptions of attractiveness, healthiness, naturalness, tastiness and ability to reduce risk of disease by comparing ratings of products with and without health claims. Used claims varied in their benefit, active ingredient, claim structure and framing. The results showed that health claims had a moderate but mostly negative impact on the perception of other product attributes; the most significant impact was decrease in perceived naturalness. Consumers could also interpret the benefits in claims as intended. The wording of the claim had only small impact on the perception of the products, whereas earlier market presence of the ingredient had a large impact: differences among the Nordic countries reflected the previous exposure to health claims. The findings from this study suggest that consumers do not imply other health benefits from health claims and the health claim per se is not likely to cause any unrealistic positive inferences in perceived product quality.

Keywords: Health claim, Healthiness, Product quality, Product attributes, Consumer, Attitude, Food choice

Suggested Citation

Lähteenmäki, Liisa and Lampila, Piritta and Grunert, Klaus G. and Boztug, Yasemin and Ueland, Øydis and Åström, Annika and Martinsdottir, Emilia, Impact of Health-Related Claims on the Perception of Other Product Attributes (May 4, 2011). Available at SSRN: https://ssrn.com/abstract=1831277

Liisa Lähteenmäki (Contact Author)

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
DK-8210 Aarhus
Denmark

Piritta Lampila

affiliation not provided to SSRN ( email )

Klaus G. Grunert

Aarhus University - Department of Marketing ( email )

Fuglesangs Alle 4
Aarhus V., DK-8210
Denmark
(+45) 89 48 64 39 (Phone)
86 15 39 88 (Fax)

Yasemin Boztug

Aarhus University - School of Business and Social Sciences ( email )

Nordre Ringgade 1
Aarhus C, DK-8000
Denmark

Øydis Ueland

affiliation not provided to SSRN ( email )

Annika Åström

affiliation not provided to SSRN ( email )

Emilia Martinsdottir

affiliation not provided to SSRN ( email )

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