PMID- 31547369
OWN - NLM
STAT- MEDLINE
DCOM- 20200303
LR  - 20200303
IS  - 2072-6643 (Electronic)
IS  - 2072-6643 (Linking)
VI  - 11
IP  - 9
DP  - 2019 Sep 12
TI  - Who Buys Products with Nutrition and Health Claims? A Purchase Simulation with 
      Eye Tracking on the Influence of Consumers' Nutrition Knowledge and Health 
      Motivation.
LID - 10.3390/nu11092199 [doi]
LID - 2199
AB  - Nutrition and health claims are seen as a way of promoting healthy aspects of 
      food. However, the results of previous studies have been contradictory regarding 
      the effect of these claims on purchase. This study aims to achieve a better 
      understanding of how the consumer characteristics 'nutrition knowledge' and 
      'health motivation' influence the purchase of products with nutrition and health 
      claims and what role gaze behavior plays. We included gaze behavior in our 
      analysis, as visual attention on the claims is a precondition to its influence on 
      the purchase decision. In a close-to-realistic shopping situation, consumers 
      could choose from three-dimensional orange juice packages labeled with nutrition, 
      health, and taste claims. In total, the sample consisted of 156 consumers. The 
      data were analyzed with a structural equation model (SEM), linking the purchase 
      decision for products with claims to gaze data recorded with a mobile eye tracker 
      and consumer and product-related variables collected via the questionnaire. 
      Results showed that the variables in the SEM explained 31% (8%) of the variance 
      observed in the purchase of products with a nutrition (health) claim. The longer 
      a consumer looked at a specific claim, the more likely the consumer would 
      purchase the respective product. The lower the price and the higher the perceived 
      healthiness and tastiness of the product further heightened its likelihood of 
      being purchased. Interestingly, consumers with higher nutrition knowledge and/or 
      higher health motivation looked longer at the nutrition and health claims; 
      however, these consumer characteristics did not show an effect on the purchase 
      decision. Implications for policy makers and marketers are given.
FAU - Steinhauser, Johann
AU  - Steinhauser J
AD  - Department of Agricultural and Food Marketing, Faculty of Organic Agricultural 
      Sciences, University of Kassel, Steinstr. 19, 37213 Witzenhausen, Germany. 
      j.steinhauser@uni-kassel.de.
FAU - Janssen, Meike
AU  - Janssen M
AD  - Department of Agricultural and Food Marketing, Faculty of Organic Agricultural 
      Sciences, University of Kassel, Steinstr. 19, 37213 Witzenhausen, Germany. 
      mj.msc@cbs.dk.
AD  - Department of Management, Society and Communication, Copenhagen Business School, 
      Dalgas Have 15, 2000 Frederiksberg, Denmark. mj.msc@cbs.dk.
FAU - Hamm, Ulrich
AU  - Hamm U
AD  - Department of Agricultural and Food Marketing, Faculty of Organic Agricultural 
      Sciences, University of Kassel, Steinstr. 19, 37213 Witzenhausen, Germany. 
      hamm@uni-kassel.de.
LA  - eng
PT  - Journal Article
DEP - 20190912
PL  - Switzerland
TA  - Nutrients
JT  - Nutrients
JID - 101521595
SB  - IM
MH  - Adolescent
MH  - Adult
MH  - Attention
MH  - Choice Behavior/*physiology
MH  - Computer Simulation
MH  - *Consumer Behavior
MH  - Decision Making
MH  - Female
MH  - *Fixation, Ocular
MH  - Food Labeling/methods
MH  - Food Preferences/*psychology
MH  - Health Behavior/*physiology
MH  - Health Knowledge, Attitudes, Practice
MH  - Humans
MH  - Male
MH  - Middle Aged
MH  - Motivation
MH  - Young Adult
PMC - PMC6769812
OTO - NOTNLM
OT  - consumer behavior
OT  - eye tracking
OT  - health claims
OT  - nutrition knowledge
OT  - purchase decision
OT  - visual attention
COIS- The authors declare no conflicts of interest.
EDAT- 2019/09/25 06:00
MHDA- 2020/03/04 06:00
PMCR- 2019/09/01
CRDT- 2019/09/25 06:00
PHST- 2019/08/15 00:00 [received]
PHST- 2019/09/04 00:00 [revised]
PHST- 2019/09/09 00:00 [accepted]
PHST- 2019/09/25 06:00 [entrez]
PHST- 2019/09/25 06:00 [pubmed]
PHST- 2020/03/04 06:00 [medline]
PHST- 2019/09/01 00:00 [pmc-release]
AID - nu11092199 [pii]
AID - nutrients-11-02199 [pii]
AID - 10.3390/nu11092199 [doi]
PST - epublish
SO  - Nutrients. 2019 Sep 12;11(9):2199. doi: 10.3390/nu11092199.