How Social Norms Affect Consumer Intention to Purchase Certified Functional Foods: The Mediating Role of Perceived Effectiveness and Attitude.

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.