The impact of food-related values on food purchase behavior and the mediating role of attitudes: A Swiss study
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ABSTRACT Personal values and attitudes can help to explain food choice. This study confirmed a hierarchical organization of the value–attitude–behavior chain: Food‐related values influence attitudes, and these, in turn, impact behavior. Contrary to previous findings, values are only partially mediated by attitudes: Some food‐related values are fully mediated, whereas others are partially mediated, and still others have exclusively direct effects on purchase behavior. Questionnaire data from a roughly representative sample of 851 adults living in Switzerland was complemented with actual food purchase behavior measured by a loyalty card of a Swiss retailer over the period of one year. Four theoretically derived structural equation models were compared across eight different food product categories (organic, fair trade, low‐budget, fresh convenience, ready‐to‐eat, light, functional foods, fruits and vegetables). The results question central assumptions of the theory of planned behavior and emphasize the role of food‐related values in food consumption. Implications for marketing and future product developments of food companies are discussed.
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Health-related motives or values are associated with functional food behavior, and health motivation is a significant predictor of willingness to buy functional foods.
“Health-related motives or values are also associated with functional food behavior (Brečić et al., 2014;Pappalardo & Lusk, 2016;Vorage et al., 2020) and health motivation is a significant predictor of willingness to buy functional foods (Hauser, Nussbeck, & Jonas, 2013;Siegrist, Shi, Giusto, & Hartmann, 2015).”
From Relationships between functional food consumption and individual traits and values: A segmentation approach (2021) · cites this paper as Hauser et al., 2013
Health importance is negatively associated with convenience orientation.
“Health importance is also negatively associated with convenience orientation (Hauser et al., 2013).”
From Relationships between functional food consumption and individual traits and values: A segmentation approach (2021) · cites this paper as Hauser et al., 2013
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- Authors
- Hauser, M., Nussbeck, F. W., & Jonas, K.
- Affiliations
- University of Zurich (CH)
- Bielefeld University (DE)
- Corresponding author
- Hauser, Mirjam
- Venue
- Psychology & Marketing
- Publisher
- Wiley
- Published
- 2013-07-23
- Volume
- 30
- Issue
- 9
- Pages
- 765-778
- ISSN
- 0742-6046 (ISSN-L)
- 1520-6793
- OpenAlex
- W1598804098
- Cited by
- 100
- References
- 50
- Citations by year
- 2026: 5 · 2025: 4 · 2024: 7 · 2023: 10 · 2022: 12 · 2021: 17 · 2020: 8 · 2019: 5 · 2018: 8 · 2017: 8 · 2016: 6 · 2015: 5 · 2014: 3 · 2013: 1 · 2012: 1
- FWCI
- 15.49
- Type
- journal article
- Language
- en
- Open access
- green
- doi.org
- Locations
- Psychology and Marketing (publishedVersion)
- Zurich Open Repository and Archive (University of Zurich) (acceptedVersion)
- PUB – Publications at Bielefeld University (Bielefeld University) (submittedVersion)
- Publikationen an der Universität Bielefeld (Universität Bielefeld) (submittedVersion)
- Zurich Open Repository and Archive (University of Zurich) (submittedVersion)
- Zurich Open Repository and Archive (University of Zurich)
- Funders
- Migros-Genossenschafts-Bund (MGB), Zurich, Switzerland
- Gottlieb Duttweiler Institute (GDI), Zurich, Switzerland
- Topics
- Social Sciences › Sociology and Political Science › Consumer behavior in food and health
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Keywords
- food purchase behavior, attitudes, mediation, theory of planned behavior, food choice, organic food, fair trade, functional foods, loyalty card data, food product categories
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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