The role of health orientation in determining purchase intention and behaviour

Abstract

Purpose: The objective of the study is to explain how health orientation influences attitude towards paying attention to nutrition claims (NCs), intention to pay attention to NCs, and willingness to buy products containing NCs. Design/methodology/approach: In the first study, conducted amongst 770 respondents using the CAWI (Computer-Assisted Web Interview) method, the authors investigated the role of health orientation in explaining intention to pay attention to NCs and willingness to buy products with NCs. The theory of planned behaviour was used as the main theoretical framework. In the second online experiment, carried out amongst 485 respondents, the impact of health orientation on attitude towards the label containing NC and on NC product purchase intention was studied. Findings: The authors revealed that health orientation plays a significant (direct and indirect) role in explaining attitude towards paying attention to NCs, and intention to pay attention to NCs, as well as NC product purchase intention. Originality/value: Health orientation appeared to be an important determinant of selecting products with NCs. Consumers' intent to choose products containing claims is mainly determined according to their attitudes driven by health orientation and outcome expectancy. Consequently, intention to pay attention to NCs is strongly related to intention to buy products containing claims.