Trust in nutrition, subjective norms and urban consumers' purchase behavior of quinoa products: explanation based on preference heterogeneity.

IF 4 2区 农林科学 Q2 NUTRITION & DIETETICS
Frontiers in Nutrition Pub Date : 2024-12-04 eCollection Date: 2024-01-01 DOI:10.3389/fnut.2024.1511205
Chan Wang, Xiaoyan Fu, Caixia Li, Zengjin Liu, Shanshan Wang, Tinggui Chen, Lei Jia
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引用次数: 0

Abstract

Introduction: With the increase of disposable income and the awakening of health consciousness of Chinese residents, higher requirements have been put forward for the nutritional value of food. To meet the market demand and promote the high-quality development of the whole quinoa industry chain, this study aimed to analyze the purchase behavior of quinoa from the aspects of nutritional trust and subjective norms.

Methods: Based on 1,078 micro-survey data from 16 administrative districts in Shanghai, this paper empirically examined the influence of trust in nutrition and subjective norms on consumers' purchase behavior and willingness to pay of quinoa products, and further investigated the moderating effect of preference heterogeneity.

Results: Results show that 38.22% of respondents have purchased quinoa products. Trust in nutrition and subjective norms can not only promote their purchasing behavior, but also improve consumers' willingness to pay for quinoa products. The analysis of the moderating effect shows that both the purchase behavior and the willingness to pay are affected by the preference heterogeneity, and the cognitive preference will weaken the positive influence of subjective norms on the purchase behavior, while the nutritional preference of consumers can strengthen the positive influence of trust in nutrition on the willingness to pay.

Discussion: Therefore, this paper suggests that strengthens research and development of products market oriented, implements certification and labeling schemes for nutrition and other properties of products, intensifies publicity and promotion of products to enhancing consumers' awareness of healthy diet.

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来源期刊
Frontiers in Nutrition
Frontiers in Nutrition Agricultural and Biological Sciences-Food Science
CiteScore
5.20
自引率
8.00%
发文量
2891
审稿时长
12 weeks
期刊介绍: No subject pertains more to human life than nutrition. The aim of Frontiers in Nutrition is to integrate major scientific disciplines in this vast field in order to address the most relevant and pertinent questions and developments. Our ambition is to create an integrated podium based on original research, clinical trials, and contemporary reviews to build a reputable knowledge forum in the domains of human health, dietary behaviors, agronomy & 21st century food science. Through the recognized open-access Frontiers platform we welcome manuscripts to our dedicated sections relating to different areas in the field of nutrition with a focus on human health. Specialty sections in Frontiers in Nutrition include, for example, Clinical Nutrition, Nutrition & Sustainable Diets, Nutrition and Food Science Technology, Nutrition Methodology, Sport & Exercise Nutrition, Food Chemistry, and Nutritional Immunology. Based on the publication of rigorous scientific research, we thrive to achieve a visible impact on the global nutrition agenda addressing the grand challenges of our time, including obesity, malnutrition, hunger, food waste, sustainability and consumer health.
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