Perceptions that matter

Perceptual Antecedents and Moderators of Healthy Food Consumption

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Unhealthy eating patterns present in most Western countries pose a serious threat to economic welfare and have severe consequences for the health and quality of life of the individual consumer. The purpose of this paper is to develop and test a conceptual model for understanding how health authorities and marketers can affect consumption of healthy food – and ultimately body mass index (BMI) – by addressing perceptual antecedents of consumers' involvement and health competencies. A qualitative (n = 16) pilot study and a consumer panel survey (n = 599) assisted in completing this task. The obtained structural equation modelling results confirmed that increasing consumers' competencies concerning healthy food consumption may improve the healthiness of their food behaviour, and ultimately reduce their BMI. Notably, these effects may occur even for consumers who perceive healthy food consumption to be a challenge. Our results also revealed that it may be problematic to improve health competencies for food consumers who are less involved in healthy food consumption. However, our study shows that two perceptual factors, ‘personal food identity’ (the extent to which consumers believe that their health identity is linked to their food behaviour) and ‘unhealthy food taste belief’ (the extent to which consumers believe that unhealthy food is more enjoyable and tastier than healthy food), may assist health authorities and marketers in increasing consumers' involvement in healthy food consumption.
Original languageEnglish
JournalInternational Journal of Consumer Studies
Volume39
Issue number2
Pages (from-to)109-116
ISSN1470-6423
DOIs
Publication statusPublished - 2015

Cite this

@article{1cc7ad9fde4243fdb79bfe300d252082,
title = "Perceptions that matter: Perceptual Antecedents and Moderators of Healthy Food Consumption",
abstract = "Unhealthy eating patterns present in most Western countries pose a serious threat to economic welfare and have severe consequences for the health and quality of life of the individual consumer. The purpose of this paper is to develop and test a conceptual model for understanding how health authorities and marketers can affect consumption of healthy food – and ultimately body mass index (BMI) – by addressing perceptual antecedents of consumers' involvement and health competencies. A qualitative (n = 16) pilot study and a consumer panel survey (n = 599) assisted in completing this task. The obtained structural equation modelling results confirmed that increasing consumers' competencies concerning healthy food consumption may improve the healthiness of their food behaviour, and ultimately reduce their BMI. Notably, these effects may occur even for consumers who perceive healthy food consumption to be a challenge. Our results also revealed that it may be problematic to improve health competencies for food consumers who are less involved in healthy food consumption. However, our study shows that two perceptual factors, ‘personal food identity’ (the extent to which consumers believe that their health identity is linked to their food behaviour) and ‘unhealthy food taste belief’ (the extent to which consumers believe that unhealthy food is more enjoyable and tastier than healthy food), may assist health authorities and marketers in increasing consumers' involvement in healthy food consumption.",
keywords = "Food, Involvement, Competencies, Identity, Taste, BMI",
author = "{Uth Thomsen}, Thyra and Torben Hansen",
year = "2015",
doi = "10.1111/ijcs.12157",
language = "English",
volume = "39",
pages = "109--116",
journal = "International Journal of Consumer Studies",
issn = "1470-6423",
publisher = "Blackwell Publishing",
number = "2",

}

Perceptions that matter : Perceptual Antecedents and Moderators of Healthy Food Consumption. / Uth Thomsen, Thyra; Hansen, Torben.

In: International Journal of Consumer Studies, Vol. 39, No. 2, 2015, p. 109-116.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Perceptions that matter

T2 - Perceptual Antecedents and Moderators of Healthy Food Consumption

AU - Uth Thomsen, Thyra

AU - Hansen, Torben

PY - 2015

Y1 - 2015

N2 - Unhealthy eating patterns present in most Western countries pose a serious threat to economic welfare and have severe consequences for the health and quality of life of the individual consumer. The purpose of this paper is to develop and test a conceptual model for understanding how health authorities and marketers can affect consumption of healthy food – and ultimately body mass index (BMI) – by addressing perceptual antecedents of consumers' involvement and health competencies. A qualitative (n = 16) pilot study and a consumer panel survey (n = 599) assisted in completing this task. The obtained structural equation modelling results confirmed that increasing consumers' competencies concerning healthy food consumption may improve the healthiness of their food behaviour, and ultimately reduce their BMI. Notably, these effects may occur even for consumers who perceive healthy food consumption to be a challenge. Our results also revealed that it may be problematic to improve health competencies for food consumers who are less involved in healthy food consumption. However, our study shows that two perceptual factors, ‘personal food identity’ (the extent to which consumers believe that their health identity is linked to their food behaviour) and ‘unhealthy food taste belief’ (the extent to which consumers believe that unhealthy food is more enjoyable and tastier than healthy food), may assist health authorities and marketers in increasing consumers' involvement in healthy food consumption.

AB - Unhealthy eating patterns present in most Western countries pose a serious threat to economic welfare and have severe consequences for the health and quality of life of the individual consumer. The purpose of this paper is to develop and test a conceptual model for understanding how health authorities and marketers can affect consumption of healthy food – and ultimately body mass index (BMI) – by addressing perceptual antecedents of consumers' involvement and health competencies. A qualitative (n = 16) pilot study and a consumer panel survey (n = 599) assisted in completing this task. The obtained structural equation modelling results confirmed that increasing consumers' competencies concerning healthy food consumption may improve the healthiness of their food behaviour, and ultimately reduce their BMI. Notably, these effects may occur even for consumers who perceive healthy food consumption to be a challenge. Our results also revealed that it may be problematic to improve health competencies for food consumers who are less involved in healthy food consumption. However, our study shows that two perceptual factors, ‘personal food identity’ (the extent to which consumers believe that their health identity is linked to their food behaviour) and ‘unhealthy food taste belief’ (the extent to which consumers believe that unhealthy food is more enjoyable and tastier than healthy food), may assist health authorities and marketers in increasing consumers' involvement in healthy food consumption.

KW - Food

KW - Involvement

KW - Competencies

KW - Identity

KW - Taste

KW - BMI

UR - http://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=110978977567481&rft.object_portfolio_id=&svc.holdings=yes&svc.fulltext=yes

U2 - 10.1111/ijcs.12157

DO - 10.1111/ijcs.12157

M3 - Journal article

VL - 39

SP - 109

EP - 116

JO - International Journal of Consumer Studies

JF - International Journal of Consumer Studies

SN - 1470-6423

IS - 2

ER -