Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country.

IF 4.7 2区 农林科学 Q1 FOOD SCIENCE & TECHNOLOGY
Foods Pub Date : 2024-10-12 DOI:10.3390/foods13203242
Elizabeth Emperatriz García-Salirrosas, Manuel Escobar-Farfán, Iván Veas-González, Jorge Alberto Esponda-Perez, Rodrigo Gallardo-Canales, Rodrigo Ruiz-Andia, Virginia Mercedes Fernandez-Daza, Rosa Fabiana Zabalaga-Davila
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Abstract

In the current consumer context, the trend towards a healthy lifestyle has significantly increased the demand for healthy foods. This study aims to identify the relationship between the brand image (BI) and purchase intention (PI) of these products and how variables such as perceived brand quality (BPQ) and brand satisfaction (BS) influence brand trust (BT) and brand loyalty (BL) in this relationship. The methodology includes a quantitative approach, using non-probability convenience sampling. Using an online survey, data were collected from 637 consumers. Analyses were performed using structural equation modeling (SEM-PLS). The results show no significant correlation between BI and PI, but BI significantly impacts BPQ, BS, BT, and BL. Furthermore, BPQ positively influences BS, BT, and BL, but it does not have a direct influence on PI. The findings suggest that a positive brand image satisfies consumers and generates long-term trust and loyalty. However, perceived quality does not always translate into purchase intention due to various barriers. Practical implications highlight the importance of building a strong and positive brand image to encourage demand for healthy products.

健康食品的购买意向:发展中国家市场中品牌形象的决定性作用。
在当前的消费背景下,健康生活方式的趋势大大增加了人们对健康食品的需求。本研究旨在确定这些产品的品牌形象(BI)与购买意向(PI)之间的关系,以及感知品牌质量(BPQ)和品牌满意度(BS)等变量如何影响这种关系中的品牌信任(BT)和品牌忠诚(BL)。研究方法包括采用非概率便利抽样的定量方法。通过在线调查,收集了 637 名消费者的数据。采用结构方程模型(SEM-PLS)进行分析。结果显示,BI 和 PI 之间没有明显的相关性,但 BI 对 BPQ、BS、BT 和 BL 有明显的影响。此外,BPQ 对 BS、BT 和 BL 有积极影响,但对 PI 没有直接影响。研究结果表明,积极的品牌形象能让消费者满意,并产生长期的信任和忠诚。然而,由于各种障碍,感知质量并不总能转化为购买意向。研究的实际意义强调了建立强大而积极的品牌形象对鼓励健康产品需求的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Foods
Foods Immunology and Microbiology-Microbiology
CiteScore
7.40
自引率
15.40%
发文量
3516
审稿时长
15.83 days
期刊介绍: Foods (ISSN 2304-8158) is an international, peer-reviewed scientific open access journal which provides an advanced forum for studies related to all aspects of food research. It publishes reviews, regular research papers and short communications. Our aim is to encourage scientists, researchers, and other food professionals to publish their experimental and theoretical results in as much detail as possible or share their knowledge with as much readers unlimitedly as possible. There is no restriction on the length of the papers. The full experimental details must be provided so that the results can be reproduced. There are, in addition, unique features of this journal: Ÿ manuscripts regarding research proposals and research ideas will be particularly welcomed Ÿ electronic files or software regarding the full details of the calculation and experimental procedure, if unable to be published in a normal way, can be deposited as supplementary material Ÿ we also accept manuscripts communicating to a broader audience with regard to research projects financed with public funds
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