The Negative Effects of Physical Activity Calorie Equivalent Labels on Consumers’ Food Brand Evaluation
Abstract
:1. Introduction
2. Hypothesis Development
2.1. Regulatory Focus Theory
2.2. The Effects of PACE Labels on Food Brand Evaluation
2.3. Serial Mediation Model Involving Prevention Focus and Anticipated Enjoyment
2.4. Moderator Boundary of Promotion Focus
3. Materials and Methods
3.1. Study 1: Primary Examination of Main and Mediating Effects
3.1.1. Methodology
3.1.2. Procedure and Materials
3.1.3. Results
3.2. Study 2: Examination of Moderation Effects
3.2.1. Methodology
3.2.2. Procedure and Materials
3.2.3. Results
4. General Discussion
4.1. Practical Implication
4.2. Limitations and Future Research Directions
5. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Study | Hypothesis | Grouping | Major Variables | Stimulant | Control Variables |
---|---|---|---|---|---|
1 | H1 | Intergroups: label (PACE vs. calories) | Purchase intention, brand evaluation, regulatory focus, anticipated enjoyment | chickpea | Demographic |
2 | H2 | Intergroup: 2 labels (PACE vs. calories) × 2 focus (promotion vs. control) | chocolate | Involvement in food choices |
Socio-Demographic Indicators | Study 1 | Study 2 | |
---|---|---|---|
Variable | Definitions | Percentage | Percentage |
Gender | Male | 45.1% | 36.9% |
Female | 54.9% | 63.1% | |
Age | ≤20 years old | 11.1% | 8.9% |
21–30 years old | 71.1% | 52.5% | |
31–40 years old | 13.2% | 28.3% | |
≥41 years old | 4.6% | 10.3% | |
Education | Senior high school and below | 2.0% | 5.8% |
junior college | 7.5% | 16.7% | |
bachelor’s degree | 67.8% | 65.6% | |
post-graduate degree and above | 22.7% | 11.9% | |
Disposable income | 2000 yuan and below | 31.9% | 18.6% |
2001–4000 yuan | 24.7% | 26.4% | |
4001–6000 yuan | 15.1% | 21.7% | |
6001 yuan and above | 28.3% | 33.3% | |
Valid sample size | 304 | 360 |
Variable | Definitions | PACE Group | Calories Group |
---|---|---|---|
Purchase intention | Mean (standard deviation) | 3.66(1.455) | 4.51(1.327) |
F | 27.988 *** | ||
partial η2 | 0.085 | ||
1-β | 1.000 | ||
Food brand evaluation | Mean (standard deviation) | 4.01(1.400) | 4.61(1.189) |
F | 27.327 *** | ||
partial η2 | 0.051 | ||
1-β | 0.980 | ||
Prevention focus | Mean (standard deviation) | 5.13(0.947) | 4.43(1.250) |
F | 29.787 *** | ||
partial η2 | 0.090 | ||
1-β | 1.000 | ||
Anticipated enjoyment | Mean (standard deviation) | 4.18(1.458) | 5.10(1.115) |
F | 38.650 *** | ||
partial η2 | 0.113 | ||
1-β | 1.000 |
Variable | Definitions | Control | Promotion | ||
---|---|---|---|---|---|
PACE Group | Calories Group | PACE Group | Calories Group | ||
Manipulation check | Mean (standard deviation) | 5.18(1.196) | 5.98(0.620) | ||
partial η2 | 0.151 | ||||
1-β | 1.000 | ||||
Purchase intention | Mean (standard deviation) | 4.40(1.490) | 5.26(1.230) | 4.58(1.388) | 5.36(1.281) |
F | 18.098 *** | 14.987 *** | |||
Food brand evaluation | Mean (standard deviation) | 4.55(1.241) | 5.21(0.945) | 5.15(1.131) | 5.36(1.017) |
F | 16.313 *** | 1.692 | |||
Prevention focus | Mean (standard deviation) | 5.14(1.108) | 4.11(1.601) | 4.12(1.637) | 4.10(1.580) |
F | 25.271 *** | 0.009 | |||
Anticipated enjoyment | Mean (standard deviation) | 4.84(1.526) | 5.63(1.063) | 5.48(1.103) | 5.75(0.939) |
F | 16.610 *** | 3.256 |
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Yang, X.; Hong, M.; Shi, D.; Chen, Q. The Negative Effects of Physical Activity Calorie Equivalent Labels on Consumers’ Food Brand Evaluation. Int. J. Environ. Res. Public Health 2022, 19, 12676. https://doi.org/10.3390/ijerph191912676
Yang X, Hong M, Shi D, Chen Q. The Negative Effects of Physical Activity Calorie Equivalent Labels on Consumers’ Food Brand Evaluation. International Journal of Environmental Research and Public Health. 2022; 19(19):12676. https://doi.org/10.3390/ijerph191912676
Chicago/Turabian StyleYang, Xiaoke, Meiling Hong, Dejin Shi, and Qian Chen. 2022. "The Negative Effects of Physical Activity Calorie Equivalent Labels on Consumers’ Food Brand Evaluation" International Journal of Environmental Research and Public Health 19, no. 19: 12676. https://doi.org/10.3390/ijerph191912676