Access the full text.
Sign up today, get DeepDyve free for 14 days.
PurposeThe purpose of this paper is to explore how health consciousness and skepticism toward health claims are related to perceived healthiness and willingness to buy functional food (i.e. functional yogurt) compared to conventional and organic (bio) food.Design/methodology/approachA survey of 295 consumers was conducted in Lithuania. Data were analyzed using structural equation modeling.FindingsResearch findings indicate that health conscious consumers tend to discount messages about the health value of functional food and show preferences for organic food. In contrast, skepticism toward health claims has a higher negative homogenous impact on the perceived healthiness of functional, organic and conventional products compared to health consciousness. On the other hand, skepticism toward health claims does not directly reduce consumers’ willingness to buy functional, organic and conventional products.Research limitations/implicationsTesting other settings, product categories, additional constructs and understanding underlying processes using an experimental design may help to gain more insights into how health conscious and skeptical consumers make food choices.Practical implicationsAn examination of health consciousness and skepticism toward health claims can provide at least a partial explanation as to why many functional food products fail to gain consumer confidence.Originality/valueBased on the reactance theory, the study sheds some light on the understanding of how different psychosocial factors are related to consumer attitudes toward functional, organic and conventional food.
Baltic Journal of Management – Emerald Publishing
Published: Apr 3, 2017
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.