Evaluation of the effect of label attributes over the purchase intention of a cashew nut functional beverage using conjoint analysis

Abstract

The package label is an important factor to be evaluated, for constituting the first contact of the product with the consumer, which may exert influence on the purchase intention. Thus, this study identified and evaluated the importance of front label attributes of a new functional beverage made from cashew nut added with mango juice on consumers’ purchase intention; it also evaluated the influence of consumers’ attitudinal issues regarding functional foods on the importance of these attributes to the attitude of buying the beverage. Focus group methodology was used to assess which front label attributes of the product are important in the choosing process. The combination of attributes and their levels was used to develop 18 labels, which were analyzed by consumers in relation to their buying intention. The results were analyzed by conjoint and cluster analysis. The most relevant qualitative information on the purchase intention process of the cashew nut beverage highlighted by the focus groups were the illustration, the nutritional information (0% lactose and 0% cholesterol), and the term “prebiotic” with its functional claim. According to the conjoint analysis, the illustration was the attribute with more influence on the consumers’ purchase intention concerning this product, revealing the consumers’ preference for the image of the cashew nut standing alone on the label. Nutritional information and the term prebiotic and its functional claim had a positive impact, but were considered of low importance. Regarding the attitudinal factors involving functional foods there was no significant difference among the three groups of consumers.

The The Role of Health Consciousness and Trust on Gen Y and Gen Z Intention to Purchase Functional Beverages

“…Consequently, consumer acceptance is required for this product to be commercially successful, influencing consumer purchase intentions. Numerous academic studies have reported that individuals with a favorable disposition toward functional foods are inclined to purchase them (Cabral Rebouças et al, 2021;Chang et al, 2020;Rezai et al, 2017).…”

Integrated metabolome and transcriptome reveals the mechanism of the flower coloration in cashew (Anacardium occidentale Linn.)

“…It possesses abundant nutrients including unsaturated fatty acid, microelements, polysaccharose and amino acids, which are bene cial to human health such as anti-aging, antioxidation and antifatigue [3]. Besides, other cashew organisms such as roots, leaves could be made into tea beverages [4], and some studies have shown that the extract of cashew conferred a certain therapeutic effect on diabetes by promoting cells uptake blood sugar. [5,6].…”