It’s only natural: the mediating impact of consumers’ attribute inferences on the relationships between product claims, perceived product healthfulness, and purchase intentions

Berry, Christopher; Burton, Scot; Howlett, Elizabeth

doi:10.1007/s11747-016-0511-8

Cited by 95 publications

(95 citation statements)

References 32 publications

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“…The analysis on the type of information provided (obtained from gum tree or without artificial synthetic gum) did not significantly affect WTP. Previous consumer studies reported, on the contrary, a significant influence of the type of information on consumers' food preferences, and in particular, on consumers' products evaluation, purchase intention, and willingness to pay (Chandon and Wansink 2007;Gifford and Bernard 2011;Chrysochou and Grunert 2014;Berry et al 2017). Such discrepancy might relate to the specific carrier used in current study.…”

Section: Discussioncontrasting

confidence: 60%

Consumers’ willingness to pay for natural food: evidence from an artefactual field experiment

et al. 2018

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Among foods with credence attributes, food with "natural" components have received in the last years particular attention by consumers. This study applies the BDM incentive compatible mechanism to explore young (18-35 years old) consumers' interest and willingness to pay for chewing gums having the natural attribute. Our analysis shows that over 68% of consumers are interested in the natural attribute and are willing to pay a price premium. We also find that consumers' higher age and interest in the environment have significant impacts on consumers' preferences for the natural attribute.

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Section: Discussioncontrasting

confidence: 60%

Consumers’ willingness to pay for natural food: evidence from an artefactual field experiment

et al. 2018

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“…More recent articles have elaborated on the roles of textual claims and nutrition icon systems. The presence of “natural” claims (e.g., all‐natural, 100% natural) on product packaging enhances product perceived healthiness and purchase intentions (Berry, Burton, & Howlett, ). Also, reductive front‐of‐package (e.g., Guideline Daily Amount) and evaluative front‐of‐package (e.g., Smart Choices) nutrition icon systems support consumers in evaluating product healthiness relative to the Nutrient Facts Panels alone (Newman, Burton, Andrews, Netemeyer, & Kees, ).…”

Section: Discussionmentioning

confidence: 99%

Effects of au naturel packaging colors on willingness to pay for healthy food

Marozzo

Raimondo

Miceli

et al. 2019

Psychology and Marketing

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This study introduces and defines a novel color family-au naturel colors-and proposes that featuring these hues on product packaging enhances consumer willingness to pay (WTP) for healthy food products, but not for unhealthy food products. This effect occurs irrespective of the fit between the colors of the product and of the packaging, and of the color lightness or saturation. Perceptions of product authenticity mediate the relationship between au naturel colors packaging and consumer WTP for the product.The results of seven studies provide support for the proposed conceptual framework, contributing to the literature on consumer responses to colors and packaging features, and allowing to draw implications for the marketing of healthy food products.

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“…In future studies, instead of using a dichotomous categorization of food type (whole vs. processed; Blechert et al, 2014), it would be interesting to measure (e.g., Berry et al, 2017;Mouta, de Sá, Menezes, & Melo, 2016) or manipulate the extent to which food products are processed. For example, some products are likely to be perceived as "totally processed" (pizza) whereas other are just "partially processed" (tomato sauce, Dean et al, 2008).…”

Section: Discussionmentioning

confidence: 99%

“…Overall, the more processing a product undergoes, the less natural it is perceived (Evans, de Challemaison, & Cox, 2010). When a food is described as natural, consumers are also likely to infer that it is organic (Berry, Burton, & Howlett, 2017). Organically farmed food is perceived as more natural than conventionally farmed food (Rozin, 2005), and individuals report preference for natural entities, particularly food (Rozin et al, 2004).…”

Section: Type Of Product: Whole Versus Processed Foodmentioning

confidence: 99%

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

2017

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The "organic" claim explicitly informs consumers about the food production method. Yet, based on this claim, people often infer unrelated food attributes. The current research examined whether the perceived advantage of organic over conventional food generalizes across different organic food types. Compared to whole organic foods, processed organic foods are less available, familiar and prototypical of the organic food category. In two studies (combined N = 258) we investigated how both organic foods types were perceived in healthfulness, taste and caloric content when compared to their conventional alternatives. Participants evaluated images of both whole (e.g., lettuce) and processed organic food exemplars (e.g., pizza), and reported general evaluations of these food types. The association of these evaluations with individual difference variables - self-reported knowledge and consumption of organic food, and environmental concerns - was also examined. Results showed that organically produced whole foods were perceived as more healthful, tastier and less caloric than those produced conventionally, thus replicating the well-established halo effect of the organic claim in food evaluation. The organic advantage was more pronounced among individuals who reported being more knowledgeable about organic food, consumed it more frequently, and were more environmentally concerned. The advantage of the organic claim for processed foods was less clear. Overall, processed organic (vs. conventional) foods were perceived as tastier, more healthful (Study 1) or equally healthful (Study 2), but also as more caloric. We argue that the features of processed food may modulate the impact of the organic claim, and outline possible research directions to test this assumption. Uncovering the specific conditions in which food claims bias consumer's perceptions and behavior may have important implications for marketing, health and public-policy related fields.

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It’s only natural: the mediating impact of consumers’ attribute inferences on the relationships between product claims, perceived product healthfulness, and purchase intentions

Cited by 95 publications

References 32 publications

Consumers’ willingness to pay for natural food: evidence from an artefactual field experiment

Consumers’ willingness to pay for natural food: evidence from an artefactual field experiment

Effects of au naturel packaging colors on willingness to pay for healthy food

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

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