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Liu, Hongfei; Meng-Lewis, Yue; Ibrahim, Fahad and Zhu, Xia
(2021).
DOI: https://doi.org/10.1016/j.jbusres.2021.08.018
Abstract
‘Superfoods’ have become a popular diet style across the globe but are also criticized as a marketing gimmick. Despite the controversy, the essential drivers of superfood consumption and advocacy remain underexplored. Drawing upon the theory of consumption values and prospect theory, this study explores how consumers’ value perceptions of superfoods influence their behavioral responses (i.e., repurchase and positive word-of-mouth intentions) by introducing the concept of relative advantage in food consumption. Based on a survey sample of 447 superfood consumers and structural equation modeling, our findings identify relative advantage as an important mediator in the cognitive process that converts consumers’ value perceptions into behavioral re-sponses. We also find buffering effects of perceived costs in the relationship between relative advantage and repurchase behavior. This research advances the understanding of consumers’ modern food consumption habits and lifestyles and has important implications for academics, marketing practitioners and policy makers.
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About
- Item ORO ID
- 78626
- Item Type
- Journal Item
- Project Funding Details
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Funded Project Name Project ID Funding Body FBL Seedcorn HREC/3514/Meng-Lewis The Open University (OU) - Keywords
- food consumption; value perceptions; relative advantage; perceived costs; structural equation modeling
- Academic Unit or School
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Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL) - Copyright Holders
- © 2021 Elsevier Inc
- Depositing User
- Yue Meng-Lewis