Perceived Relevance and Foods with Health-Related Claims

Food Quality and Preference, Vol. 24, No. 1, pp. 129–135, 2012

Posted: 22 Aug 2012

See all articles by Moira Dean

Moira Dean

affiliation not provided to SSRN

Piritta Lampila

affiliation not provided to SSRN

Richard Shepherd

University of Surrey

Anne Arvola

VTT Technical Research Centre of Finland

Anna Saba Reis

affiliation not provided to SSRN

Marco Vassallo

affiliation not provided to SSRN

Erika Claupein

affiliation not provided to SSRN

Markus Winkelmann

affiliation not provided to SSRN

Liisa Lähteenmäki

Aarhus University - Department of Marketing and Statistics

Date Written: 2012

Abstract

Although consumer perception of the health claims and nutrition information has been studied widely there is relatively little understanding about the motivational factors underpinning claim perception. The objective of this study is to investigate how levels of perceived relevance influence consumers’ responses to health claims that either promise to reduce a targeted disease risk or improve well-being in comparison to other types of health-related messages, and how attitudes towards nutritionally healthy eating, functional food and previous experience relating to products with health claims affect the consumers’ perceptions of nutrition and health claims. The data (N = 2385) were collected by paper and pencil surveys in Finland, the UK, Germany and Italy on a target group of consumers over 35 year old, solely or jointly responsible for the family’s food shopping. The results showed that relevance has a strong influence on perceptions of personal benefit and willingness to buy products with health claims. However the impact of relevance is much stronger when the health risks are relevant to self than when it is relevant to those close to oneself, especially when the claim promises a targeted risk reduction with detailed information about function and health outcome. Previous experience with products with health claims and interest in nutritionally healthy eating promoted the utility of all claims, regardless of whether they were health or nutrition claims. However, to be influenced by health claims consumers also need to have a positive attitude towards functional food products.

Keywords: health claims, relevance, perceived healthiness, perceived benefit, willingness to buy

Suggested Citation

Dean, Moira and Lampila, Piritta and Shepherd, Richard and Arvola, Anne and Reis, Anna Saba and Vassallo, Marco and Claupein, Erika and Winkelmann, Markus and Lähteenmäki, Liisa, Perceived Relevance and Foods with Health-Related Claims (2012). Food Quality and Preference, Vol. 24, No. 1, pp. 129–135, 2012, Available at SSRN: https://ssrn.com/abstract=2133874

Moira Dean (Contact Author)

affiliation not provided to SSRN ( email )

No Address Available

Piritta Lampila

affiliation not provided to SSRN ( email )

Richard Shepherd

University of Surrey ( email )

Guildford
Guildford, Surrey GU2 5XH
United Kingdom

Anne Arvola

VTT Technical Research Centre of Finland ( email )

FIN-02044 VTT
Finland

Anna Saba Reis

affiliation not provided to SSRN ( email )

Marco Vassallo

affiliation not provided to SSRN ( email )

Erika Claupein

affiliation not provided to SSRN ( email )

Markus Winkelmann

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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