Effect of liking, information and consumer characteristics on purchase intention and willingness to pay more for a fat spread with a proven health benefit

Purchase intention and 'willingness to pay more' for a relatively new spreading fat with a proven health benefit were compared with those of an established spread by a panel of consumers (n = 70). Unlabelled assessment showed that the two spreads differed significantly in liking for taste, in-mouth texture and overall liking. Label information (identity, price and nutritional benefit) had a significant effect on intention to buy, especially when combined within higher liking. Main reasons for 'buying' and 'not buying' the spread with the proven health benefit were 'healthy' and 'high price', respectively. Consumers were willing to pay more for the new spread but at a level below its current retail price, although this was significantly higher when combined with higher liking. Gender, age, health concern and nutritional knowledge had mostly interactive effects on purchase intent, with females, older subjects and those with high health concern having higher purchase intent for the proven health benefit label. 'Willingness to pay more' level was also higher for these sub-groups and for those with higher nutritional knowledge, but effect sizes were less than those due to differences in liking. (C) 2002 Elsevier Science Ltd. All rights reserved.