Journal
BRITISH FOOD JOURNAL
Volume 123, Issue 2, Pages 492-508Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/BFJ-03-2020-0198
Keywords
Health claims; Extra-virgin olive oil; Consumer response; Communication; Purchase intention
Funding
- AGER 2 Project, COMPETiTiVE - Claims of Olive oil to iMProvE The markeT ValuE of the product [2016-0174]
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This research investigates the effectiveness of the four EU-authorized health claims for extra-virgin olive oil in terms of perceived text clarity, message credibility, information diagnosticity, and product attractiveness. Clearer health claims are perceived as more useful and may increase product attractiveness and consumers' purchase intention.
Purpose This research investigates the effectiveness of the four health claims that the European Union (EU) authorized for extra-virgin olive oil (EVOO) in terms of perceived text clarity, text interestingness, message credibility and information diagnosticity, along with the claims' effect on product attractiveness and consumers' purchase intention. Design/methodology/approach An experimental study with 185 participants investigated consumer response to the four claims. A one-way MANOVA analyzed differences in the aforementioned variables, while a sequential mediation model assessed the relationship among perceived text clarity of the EVOO health claims, information diagnosticity, product attractiveness and purchase intention. Findings The four EU-authorized health claims differ in terms of perceived text clarity, message credibility, information diagnosticity and product attractiveness. Specifically, the health claim on EVOO polyphenols scored lower than the other three health claims on the aforementioned dependent variables. Importantly, clearer health claims are perceived as more useful and may increase product attractiveness and consumers' purchase intention. Originality/value The research sheds light on the effectiveness of EVOO health claims. Since the use of such health claims is not a common practice in the EVOO market, a deeper understanding of consumers' perception and attitude toward them could inspire better guidelines and suggestions for claim usage and improvement.
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