Willingness to use functional breads

Applying the Health Belief Model across four European countries

Marco Vassallo (Corresponding Author), Anna Saba, Anne Arvola, Moira Dean, Federico Messina, Markus Winkelmann, Erika Claupein, Liisa Lähteenmäki, Richard Shepherd

Research output: Contribution to journalArticleScientificpeer-review

65 Citations (Scopus)

Abstract

The present study focused on the role of the Health Belief Model (HBM) in predicting willingness to use functional breads, across four European countries: UK (N = 552), Italy (N = 504), Germany (N = 525) and Finland (N = 513). The behavioural evaluation components of the HBM (the perceived benefits and barriers conceptualized respectively as perceived healthiness and pleasantness) and the health motivation component were good predictors of willingness to use functional breads whereas threat perception components (perceived susceptibility and perceived anticipated severity) failed as predictors. This result was common in all four countries and across products. The role of ‘cue to action’ was marginal. On the whole the HBM fit was similar across the countries and products in terms of significant predictors (the perceived benefits, barriers and health motivation) with the exception of self-efficacy which was significant only in Finland. Young consumers seemed more interested in the functional bread with a health claim promoting health rather than in reducing risk of disease, whereas the opposite was true for older people. However, functional staple foods, such as bread in this European study, are still perceived as common foods rather than as a means of avoiding diseases. Consumers seek these foods for their healthiness (the perceived benefits) as they expect them to be healthier than regular foods and for the pleasantness (the perceived barriers) as they do not expect any change in the sensory characteristics due to the addition of the functional ingredients. The importance of health motivation in willingness to use products with health claims implies that there is an opening for developing better models for explaining health-promoting food choices that take into account both food and health-related factors without making a reference to disease-related outcome.
Original languageEnglish
Pages (from-to)452-460
Number of pages9
JournalAppetite
Volume52
Issue number2
DOIs
Publication statusPublished - 2009
MoE publication typeA1 Journal article-refereed

Fingerprint

Bread
Health
Food
Motivation
Finland
Functional Food
Insurance Benefits
Self Efficacy
Italy
Cues
Germany

Keywords

  • Health belief model
  • Analysis of covariance
  • Functional breads
  • Functional foods

Cite this

Vassallo, Marco ; Saba, Anna ; Arvola, Anne ; Dean, Moira ; Messina, Federico ; Winkelmann, Markus ; Claupein, Erika ; Lähteenmäki, Liisa ; Shepherd, Richard. / Willingness to use functional breads : Applying the Health Belief Model across four European countries. In: Appetite. 2009 ; Vol. 52, No. 2. pp. 452-460.
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Vassallo, M, Saba, A, Arvola, A, Dean, M, Messina, F, Winkelmann, M, Claupein, E, Lähteenmäki, L & Shepherd, R 2009, 'Willingness to use functional breads: Applying the Health Belief Model across four European countries', Appetite, vol. 52, no. 2, pp. 452-460. https://doi.org/10.1016/j.appet.2008.12.008

Willingness to use functional breads : Applying the Health Belief Model across four European countries. / Vassallo, Marco (Corresponding Author); Saba, Anna; Arvola, Anne; Dean, Moira; Messina, Federico; Winkelmann, Markus; Claupein, Erika; Lähteenmäki, Liisa; Shepherd, Richard.

In: Appetite, Vol. 52, No. 2, 2009, p. 452-460.

Research output: Contribution to journalArticleScientificpeer-review

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AU - Vassallo, Marco

AU - Saba, Anna

AU - Arvola, Anne

AU - Dean, Moira

AU - Messina, Federico

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AU - Lähteenmäki, Liisa

AU - Shepherd, Richard

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