Abstract
Certified functional foods (CFFs) are approved by relevant authorities because of demonstrable efficacy. However, social norms affect consumer perceptions regarding CFFs, and their attitudes toward CFFs remain unclear. Drawing on social influence theory, this study explored how social norms (i.e., descriptive and injunctive) affect consumer perceptions and willingness to purchase CFFs. Consumers of CFFs in Taiwan were invited to participate in this study, and 398 valid questionnaires were received. Collected data were assessed through structural equation modeling. The results revealed that descriptive and injunctive norms exerted a positive effect on perceptions of the effectiveness of CFFs. However, although injunctive norms exerted a positive effect on consumer attitude, the effect of descriptive norms on attitude was not significant. Furthermore, consumer perceptions on the effectiveness of CFFs affected their attitude toward CFFs, consequently increasing their intention to purchase CFFs. This study contributes to the literature by providing insights into the relationship between social norms, perceived effectiveness, and attitudes regarding CFFs. The results of this study provide directions to CFF marketers for developing marketing strategies and establishing marketing communication strategies from the perspective of social influence.
Highlights
Because of growing concern over the consequences of poor dietary habits, including cancer, cardiovascular diseases, overweight and obesity, and diabetes, consumers interest in functional foods is increasing [1]
You think that many people who are important to you eat certified functional food
This study investigated the antecedents of consumer certified functional foods (CFFs) purchase intention from the perspective of social norms
Summary
Because of growing concern over the consequences of poor dietary habits, including cancer, cardiovascular diseases, overweight and obesity, and diabetes, consumers interest in functional foods is increasing [1]. Chen [2] reported that several factors increase the willingness of consumers to buy functional foods, including their awareness of diet-related health problems, their degree of busyness, the convenience of food choices, and whether they exercise. Consumer awareness regarding the health effects of functional foods has stimulated the growth of the functional food market [6]. Given that an increasing number of people are seeking safe and healthy food alternatives [8], the market for CFFs is growing worldwide [9]
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