Impact of health-related claims on the perception of other product attributes

Lähteenmäki, Liisa; Lampila, Piritta; Grunert, Klaus G.; Boztuğ, Yasemin; Ueland, Øydis; Åström, Annika; Martinsdóttir, Emilía

doi:10.1016/j.foodpol.2009.12.007

Cited by 183 publications

(147 citation statements)

References 18 publications

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“…In the study of Krutulyte et al [67], it was found that combinations of carriers and functional ingredients like omega 3 acids that have been available on the market for some time, and for which respondents therefore are familiar with, lead to higher purchase intention. Overall, familiarity is a key factor in acceptance of functional food and using a component that is already widely marketed with health-related arguments seems to create a bigger benefit perception than a new component [68]. Our findings can possibly be explained by the fact that Polish consumers are less familiar with products communicated as containing omega 3 acids.…”

Section: Prospects For Combining Information On Farming Systems With mentioning

confidence: 65%

Free Range, Organic? Polish Consumers Preferences Regarding Information on Farming System and Nutritional Enhancement of Eggs: A Discrete Choice Based Experiment

Żakowska‐Biemans

Tekień

2017

Sustainability

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Abstract:The main purpose of this study was to determine the structure of consumer preferences regarding information on farming system and nutritional enhancement of eggs to verify if consumers are willing to accept products combing sustainability and nutrition related claims. The data was collected within a CAPI (Computer Assisted Personal Interviews) survey on a representative sample of 935 consumers responsible for food shopping. A discrete choice-based conjoint method was selected in eliciting consumer preferences among different product profiles with varying levels of attributes. A hierarchical cluster analysis was used to identify four distinct clusters that differed significantly in terms of importance attached to production system attributes and socio-demographic profiles. The results of the experiment showed that price and farming system had the most significant mean relative importance in shaping consumers' preferences, while other attributes such as nutrition and health claims, egg size, package size and hen breed were far less important. Free range eggs had the highest relative importance for consumers despite the fact that organic egg production systems are governed by much stricter animal welfare standards. Our segmentation revealed that two of our four clusters may be more easily reached by information on animal welfare related attributes in egg production than the others. The results of our study provide the policy makers and marketing practitioners with insights applicable for communication and pricing strategies for eggs with sustainability claims.

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Section: Prospects For Combining Information On Farming Systems With mentioning

confidence: 65%

Free Range, Organic? Polish Consumers Preferences Regarding Information on Farming System and Nutritional Enhancement of Eggs: A Discrete Choice Based Experiment

Żakowska‐Biemans

Tekień

2017

Sustainability

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“…yoghurt or bread (11,(13)(14)(15)(16) . Dutch (13) consumers reported health claims to be most attractive on yoghurt and brown bread and least attractive on meat replacer and chewing gum.…”

Section: Food/drink Categorymentioning

confidence: 99%

“…Whereas people thus view certain foods as more suitable than others to carry health claims (14) no consistency exists as to the most appropriate product categories. Health claims are not by default transferable across product categories, and naturally occurring combinations of functional ingredients and carrier products seem to be preferred (14,(16)(17)(18) . Furthermore, health claims on various carrier products performed differently in different countries in terms of perceived healthiness.…”

Section: Food/drink Categorymentioning

confidence: 99%

European consumers and health claims: attitudes, understanding and purchasing behaviour

et al. 2012

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Health claims on food products are often used as a means to highlight scientifically proven health benefits associated with consuming those foods. But do consumers understand and trust health claims? This paper provides an overview of recent research on consumers and health claims including attitudes, understanding and purchasing behaviour. A majority of studies investigated selective product–claim combinations, with ambiguous findings apart from consumers’ self-reported generic interest in health claims. There are clear indications that consumer responses differ substantially according to the nature of carrier product, the type of health claim, functional ingredient used or a combination of these components. Health claims tend to be perceived more positively when linked to a product with an overall positive health image, whereas some studies demonstrate higher perceived credibility of products with general health claims (e.g. omega-3 and brain development) compared to disease risk reduction claims (e.g. bioactive peptides to reduce risk of heart disease), others report the opposite. Inconsistent evidence also exists on the correlation between having a positive attitude towards products with health claims and purchase intentions. Familiarity with the functional ingredient and/or its claimed health effect seems to result in a more favourable evaluation. Better nutritional knowledge, however, does not automatically lead to a positive attitude towards products carrying health messages. Legislation in the European Union requires that the claim is understood by the average consumer. As most studies on consumers’ understanding of health claims are based on subjective understanding, this remains an area for more investigation.

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“…Claims were constructed by combining different base products (bread, pork and yoghurt) with different active ingredients (no ingredient, omega-3-familiar and bioactive peptidesunfamiliar), type of benefit (cardiovascular, memory function and weight management) and claim structure (function only, health outcome only, ingredient + function, ingredient + health outcome, function + health outcome and ingredient + function + health outcome). The claims were framed either positively (achieving something positive) or negatively (avoiding something negative) and with/without the use of the qualifier 'may' (39,40) . An example of a claim used would be: 'This bread contains omega-3 which enhances memory function and therefore increases the likelihood of good memory retention'.…”

Section: Nordic Studymentioning

confidence: 99%

Nutrition communication: consumer perceptions and predicting intentions

2011

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Health claims on food products, which aim at informing the public about the health benefits of the product, represent one type of nutrition communication; the use of these is regulated by the European Union. This paper provides an overview of the research on health claims, including consumers' perceptions of such claims and their intention to buy products that carry healthrelated claims. This is followed by a discussion on the results from some recent studies investigating public perceptions and willingness to use products with health claims. In these studies, claims are presented in the form of messages of different lengths, types, framing, with and without qualifying words and symbols. They also investigate how perceptions and intentions are affected by individual needs and product characteristics. Results show that adding health claims to products does increase their perceived healthiness. Claim structure was found to make a difference to perceptions, but its influence depended on the level of relevance, familiarity and individuals' need for information. Further, the type of health benefit proposed and the base product used also affected perceptions of healthiness. The paper concludes that while healthiness perceptions relating to products with health claims may vary between men and women, old and young and between countries, the main factor influencing perceived healthiness and intention to buy a product with health claim is personal relevance.

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Impact of health-related claims on the perception of other product attributes

Cited by 183 publications

References 18 publications

Free Range, Organic? Polish Consumers Preferences Regarding Information on Farming System and Nutritional Enhancement of Eggs: A Discrete Choice Based Experiment

Free Range, Organic? Polish Consumers Preferences Regarding Information on Farming System and Nutritional Enhancement of Eggs: A Discrete Choice Based Experiment

European consumers and health claims: attitudes, understanding and purchasing behaviour

Nutrition communication: consumer perceptions and predicting intentions

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