The impact of food‐related values on food purchase behavior and the mediating role of attitudes: A Swiss study
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Author (Corporation)
Publication date
2013
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01A - Journal article
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Parent work
Psychology & Marketing
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Volume
30
Issue / Number
9
Pages / Duration
765-778
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Wiley
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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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ISBN
ISSN
0742-6046
1520-6793
1520-6793
Language
English
Created during FHNW affiliation
No
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Publication status
Published
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Peer review of the complete publication
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Closed
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Citation
Hauser, M., Nussbeck, F. W., & Jonas, K. (2013). The impact of food‐related values on food purchase behavior and the mediating role of attitudes: A Swiss study. Psychology & Marketing, 30(9), 765–778. https://doi.org/10.1002/mar.20644