Lopéz-Galán Belinda, de-Magistris Tiziana
Unidad de Economía Agroalimentaria y de los Recursos Naturales, Centro de Investigación y Tecnología Agroalimentaria de Aragón, 50059 Zaragoza, Spain.
Instituto Agroalimentario de Aragón (IA2), CITA-Universidad de Zaragoza, 50013 Zaragoza, Spain.
Foods. 2020 Jun 3;9(6):733. doi: 10.3390/foods9060733.
Several studies have demonstrated the usefulness of nutritional claims (NCs) to help consumers make more informed food decisions. However, fewer studies have investigated the effect of personal and psychological consumer characteristics on their food purchase decision. Hence, the main aim of this study is to examine the impact of body image, emotional eating style, anxiety traits, and body mass index on consumer preferences for multiple NCs on the front of the package (FOP) of hedonic (potato chips) and utilitarian (toasted bread) products carrying the same NCs. Therefore, a real choice experiment (RCE) has been used and the willingness-to-pay-space model was estimated to analyse the interaction between personal and psychological characteristics and consumer preferences. The main finding suggests differences in purchase behaviour between potato chips and toasted bread. In particular, consumers are willing to pay more for toasted bread with one NC than potato chips with one NC. Moreover, personal and psychological consumer characteristics influence the purchase behaviour regarding food products with nutritional claims. However, only the anxiety trait appears to explain the differences between the selection of both types of food products. In line with this new evidence, we proposed some behavioural, political, and managerial implications.
多项研究已证明营养声称（NCs）有助于消费者做出更明智的食品决策。然而，较少有研究调查消费者个人和心理特征对其食品购买决策的影响。因此，本研究的主要目的是考察身体意象、情绪化饮食方式、焦虑特质和体重指数对消费者在享乐型（薯片）和实用型（烤面包）产品包装正面带有相同营养声称的多种营养声称的偏好。为此，采用了真实选择实验（RCE），并估计了支付意愿空间模型，以分析个人和心理特征与消费者偏好之间的相互作用。主要研究结果表明薯片和烤面包的购买行为存在差异。具体而言，消费者愿意为带有一项营养声称的烤面包支付比带有一项营养声称的薯片更多的费用。此外，消费者的个人和心理特征会影响对带有营养声称的食品的购买行为。然而，似乎只有焦虑特质能够解释两种食品选择之间的差异。基于这一新证据，我们提出了一些行为、政策和管理方面的启示。
