The Influence of Auspicious Food Names on Consumer Behavior: The Moderating Effect of Superstitious Belief

ABSTRACT The extant literature has demonstrated the significant effect of food names on consumer behavior. However, few studies focused on food names with auspicious meanings. Thus, this study proposes an attribute-value-satisfaction-intention (AVSI) model to enhance our understanding of the effect of food names on consumer behavior. Data were collected from 483 Chinese consumers who had recently purchased auspiciously named food products. The results indicate that both the meaning and the linguistic characteristics of food name attributes had a positive influence on consumer values. Consumer values also significantly affected repurchase intention directly and indirectly through satisfaction. Furthermore, individuals’ superstitious beliefs served as a partial moderator. This study’s results provide important insights for developing effective marketing strategies to increase consumer loyalty.