Perceived relevance and foods with health-related claims

M. Dean (Corresponding Author), P. Lampila, R. Shepherd, Anne Arvola, A. Saba, M. Vassallo, E. Claupein, M. Winkelmann, L. Lähteenmäki

    Research output: Contribution to journalArticleScientificpeer-review

    72 Citations (Scopus)

    Abstract

    Although consumer perception of the health claims and nutrition information has been studied widely there is relatively little understanding about the motivational factors underpinning claim perception. The objective of this study is to investigate how levels of perceived relevance influence consumers’ responses to health claims that either promise to reduce a targeted disease risk or improve well-being in comparison to other types of health-related messages, and how attitudes towards nutritionally healthy eating, functional food and previous experience relating to products with health claims affect the consumers’ perceptions of nutrition and health claims. The data (N = 2385) were collected by paper and pencil surveys in Finland, the UK, Germany and Italy on a target group of consumers over 35 year old, solely or jointly responsible for the family’s food shopping. The results showed that relevance has a strong influence on perceptions of personal benefit and willingness to buy products with health claims. However the impact of relevance is much stronger when the health risks are relevant to self than when it is relevant to those close to oneself, especially when the claim promises a targeted risk reduction with detailed information about function and health outcome. Previous experience with products with health claims and interest in nutritionally healthy eating promoted the utility of all claims, regardless of whether they were health or nutrition claims. However, to be influenced by health claims consumers also need to have a positive attitude towards functional food products.
    Original languageEnglish
    Pages (from-to)129-135
    Number of pages7
    JournalFood Quality and Preference
    Volume24
    Issue number1
    DOIs
    Publication statusPublished - 2012
    MoE publication typeA1 Journal article-refereed

    Fingerprint

    health claims
    Food
    Health
    consumer attitudes
    healthy diet
    functional foods
    Functional Food
    nutrition
    food purchasing
    nutrition information
    willingness to pay
    risk reduction
    Finland
    foods
    Germany
    Italy
    Risk Reduction Behavior

    Cite this

    Dean, M., Lampila, P., Shepherd, R., Arvola, A., Saba, A., Vassallo, M., ... Lähteenmäki, L. (2012). Perceived relevance and foods with health-related claims. Food Quality and Preference, 24(1), 129-135. https://doi.org/10.1016/j.foodqual.2011.10.006
    Dean, M. ; Lampila, P. ; Shepherd, R. ; Arvola, Anne ; Saba, A. ; Vassallo, M. ; Claupein, E. ; Winkelmann, M. ; Lähteenmäki, L. / Perceived relevance and foods with health-related claims. In: Food Quality and Preference. 2012 ; Vol. 24, No. 1. pp. 129-135.
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    abstract = "Although consumer perception of the health claims and nutrition information has been studied widely there is relatively little understanding about the motivational factors underpinning claim perception. The objective of this study is to investigate how levels of perceived relevance influence consumers’ responses to health claims that either promise to reduce a targeted disease risk or improve well-being in comparison to other types of health-related messages, and how attitudes towards nutritionally healthy eating, functional food and previous experience relating to products with health claims affect the consumers’ perceptions of nutrition and health claims. The data (N = 2385) were collected by paper and pencil surveys in Finland, the UK, Germany and Italy on a target group of consumers over 35 year old, solely or jointly responsible for the family’s food shopping. The results showed that relevance has a strong influence on perceptions of personal benefit and willingness to buy products with health claims. However the impact of relevance is much stronger when the health risks are relevant to self than when it is relevant to those close to oneself, especially when the claim promises a targeted risk reduction with detailed information about function and health outcome. Previous experience with products with health claims and interest in nutritionally healthy eating promoted the utility of all claims, regardless of whether they were health or nutrition claims. However, to be influenced by health claims consumers also need to have a positive attitude towards functional food products.",
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    Dean, M, Lampila, P, Shepherd, R, Arvola, A, Saba, A, Vassallo, M, Claupein, E, Winkelmann, M & Lähteenmäki, L 2012, 'Perceived relevance and foods with health-related claims', Food Quality and Preference, vol. 24, no. 1, pp. 129-135. https://doi.org/10.1016/j.foodqual.2011.10.006

    Perceived relevance and foods with health-related claims. / Dean, M. (Corresponding Author); Lampila, P.; Shepherd, R.; Arvola, Anne; Saba, A.; Vassallo, M.; Claupein, E.; Winkelmann, M.; Lähteenmäki, L.

    In: Food Quality and Preference, Vol. 24, No. 1, 2012, p. 129-135.

    Research output: Contribution to journalArticleScientificpeer-review

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    AU - Lampila, P.

    AU - Shepherd, R.

    AU - Arvola, Anne

    AU - Saba, A.

    AU - Vassallo, M.

    AU - Claupein, E.

    AU - Winkelmann, M.

    AU - Lähteenmäki, L.

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    AB - Although consumer perception of the health claims and nutrition information has been studied widely there is relatively little understanding about the motivational factors underpinning claim perception. The objective of this study is to investigate how levels of perceived relevance influence consumers’ responses to health claims that either promise to reduce a targeted disease risk or improve well-being in comparison to other types of health-related messages, and how attitudes towards nutritionally healthy eating, functional food and previous experience relating to products with health claims affect the consumers’ perceptions of nutrition and health claims. The data (N = 2385) were collected by paper and pencil surveys in Finland, the UK, Germany and Italy on a target group of consumers over 35 year old, solely or jointly responsible for the family’s food shopping. The results showed that relevance has a strong influence on perceptions of personal benefit and willingness to buy products with health claims. However the impact of relevance is much stronger when the health risks are relevant to self than when it is relevant to those close to oneself, especially when the claim promises a targeted risk reduction with detailed information about function and health outcome. Previous experience with products with health claims and interest in nutritionally healthy eating promoted the utility of all claims, regardless of whether they were health or nutrition claims. However, to be influenced by health claims consumers also need to have a positive attitude towards functional food products.

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