URAM-Marketing

Unité de Recherche et des Applications en Marketing

INSIGHT INTO TUNISIAN CONSUMERS’ MIND-SET TOWARDS HEALTHINESS IN FOOD AND HEALTH-PROMOTING FOOD CHOICES



Abstract:

This study aims to determine which cues consumers use to judge the healthiness of food, to assess the impact of food healthiness on the purchase intention and to determine the underlying dimensions that can predict consumers’ perception of healthiness and willingness to use functional food. Four focus groups and ten in-depth interviews were led involving three projective techniques: association techniques, analogy and story completion. The findings reveal that food’s healthiness is perceived through intrinsic and extrinsic cues of the food, demographic characteristics and personality traits. Moreover, it has been shown that healthiness can be a strong motive that may influence attitude toward functional foods and purchase behavior.

Comments

comments