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Food Values, Benefits and Their Influence on Attitudes and Purchase Intention: Evidence Obtained at Fast-Food Hamburger Restaurants

1
Faculty of Marketing, UPAEP University, Puebla 72410, Mexico
2
School of Economics and Business Sciences, University of Castilla-La Mancha, 02071 Albacete, Spain
3
School of Economics and Business Sciences, University of Burgos, 09001 Burgos, Spain
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(18), 7749; https://doi.org/10.3390/su12187749
Received: 29 August 2020 / Revised: 12 September 2020 / Accepted: 15 September 2020 / Published: 19 September 2020
(This article belongs to the Special Issue Sustainable Food Management and Marketing)
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. View Full-Text
Keywords: food values; hedonic benefits; utilitarian benefits; attitudes toward eating hamburgers; purchase intention food values; hedonic benefits; utilitarian benefits; attitudes toward eating hamburgers; purchase intention
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Pérez-Villarreal, H.H.; Martínez-Ruiz, M.P.; Izquierdo-Yusta, A.; Gómez-Cantó, C.M. Food Values, Benefits and Their Influence on Attitudes and Purchase Intention: Evidence Obtained at Fast-Food Hamburger Restaurants. Sustainability 2020, 12, 7749.

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