Abstract
This paper analyzes the effects of: (i) Food values on their related benefits (hedonic and utilitarian); (ii) both kinds of benefits on attitudes toward eating hamburgers; and (iii) attitudes on purchase intention. To this end, we adapted the food values scale to the context of fast-food hamburger restaurants. Data were collected from a survey of 512 Mexican consumers and analyzed using structural equation modeling (SEM). The results show that the strongest influences are those exerted by food values, first, on hedonic benefits and, second, on utilitarian benefits. In contrast, the weakest influence is that exerted by utilitarian benefits on attitudes, followed by that exerted by hedonic benefits on attitudes. Among other findings, this study highlights the importance consumers give to the taste and safety of food, as well as the greater importance given to hedonic benefits compared to utilitarian ones. These findings have several important implications for managers in the industry.
Highlights
In recent years, both academics and managers have taken a special interest in exploring consumer behavior in terms of the food decision-making process
As can be seen in the descriptive analysis of the sample in Table 4, all the items used for the food values and hedonic and utilitarian benefits obtained above-average scores on the scale used
The relationship with the second-greatest weight was that postulated by H2 (β = 0.651; ρ = 0.001 ***), highlighting the influence exerted by food values on utilitarian benefits. These findings show that food values have a higher impact on hedonic benefits than on utilitarian benefits
Summary
Both academics and managers have taken a special interest in exploring consumer behavior in terms of the food decision-making process. The literature is devoting greater attention to relatively new concepts such as food values by analyzing their role in food purchasing and consumption processes [2,3,4]. These efforts speak to a broader attempt at understanding and forging bonds with consumers, as reflected in marketing approaches such as Marketing 3.0 and Marketing 4.0 [4]. Many companies are trying to devise strategies to better understand consumers’ purchasing behaviors
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
