P7 Consumer Perceptions of the Healthfulness of Protein-Labeled Cereal

McKeon, Gina; Hallman, William K.

doi:10.1016/j.jneb.2019.05.383

Cited by 1 publication

(3 citation statements)

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“…Empirical evidence from the studies mentioned above on cereal consumption drivers and behavioural intentions demonstrates that many issues remain unresolved, despite extensive previous research efforts (Mckeon and Hallman, 2019; Riviera, 2018; Shirisha, 2018; Boivin et al , 2014; Saba et al , 2010). Nevertheless, only a handful of cereal consumption drivers and behavioural intentions have been undertaken in SA (Seedat and Pillay, 2019; Sikhauli, 2017; Wilesa, 2017).…”

Section: Introductionmentioning

confidence: 99%

“…The following section validates the necessity of this study. Evidence from the foregoing literature has pointed out that problems exist (Mckeon and Hallman, 2019; Riviera, 2018; Shirisha, 2018; Boivin et al , 2014; Saba et al , 2010). Therefore, based on what previous researchers have found and a lack of unanimity in findings, there is justification for conducting this study.…”

Section: Introductionmentioning

confidence: 99%

“…Noticeably, most international studies have been conducted in countries such as, inter alia the USA, Malta, India, the UK, Finland, Germany and Italy. For example, Mckeon and Hallman (2019) examined consumer perceptions of the health benefits of protein-labelled cereal in the USA. Riviera (2018) predicted and explained the power of cereal packaging design and how it affects likability, preference and purchase intention among children in Malta, while Shirisha (2018) predicted the consumption pattern of millet and millet-based products in India.…”

Section: Introductionmentioning

confidence: 99%

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Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

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Mabuyana

et al. 2023

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Purpose This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption. Design/methodology/approach The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model. Findings The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals. Originality/value This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.

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