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Open AccessArticle

Spanish Consumer Purchase Behaviour and Stated Preferences for Yoghurts with Nutritional and Health Claims

1
Unidad de Economía Agroalimentaria y de los Recursos Naturales, Centro de Investigación y Tecnología Agroalimentaria de Aragón (CITA), Gobierno de Aragón, 50004 Zaragoza, Spain
2
Instituto Agroalimentario de Aragón, IA2 (CITA-Universidad de Zaragoza), 50009 Zaragoza, Spain
*
Author to whom correspondence should be addressed.
Nutrients 2019, 11(11), 2742; https://doi.org/10.3390/nu11112742
Received: 21 October 2019 / Revised: 7 November 2019 / Accepted: 8 November 2019 / Published: 12 November 2019
Nutritional and health claims are a useful tool for promoting healthier food choices and prevent non-communicable disease[s] (NCDs). Exhaustive literature that has investigated consumer evaluation of the presence of nutritional and/or health claim(s) during the decision-making process suggests that consumers’ sensitivity towards nutritional claims (NCs) and health claims (HCs) are still fragmented and should be further investigated. Our objective is to study the relationship between choice behaviour, attitudes and socio-demographic characteristics in order to evaluate the effectiveness of consumer characteristics in predicting Spanish consumers’ choice of products with NCs and HCs. A discrete choice experiment for yoghurt was conducted on a sample of 218 Spanish consumers, stratified by age, gender, education level, and income. Applying a latent class approach has enabled us to identify a niche of individuals, sensitive of NCs and HCs and to characterize them with respect to the rest of population. Results suggest that consumers positively valued most claims, however, the valuation was heterogeneous, and three consumer segments were identified: ‘health-claims oriented’, ‘nutritional- and health-claim oriented’ and ‘indifferent’. The results supply insights for the development of more targeted promotion campaigns, as well as for further actions in food marketing. View Full-Text
Keywords: choice paradigm; nutritional claims; health claims; heterogeneous preferences; Spain choice paradigm; nutritional claims; health claims; heterogeneous preferences; Spain
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MDPI and ACS Style

Ballco, P.; De Magistris, T. Spanish Consumer Purchase Behaviour and Stated Preferences for Yoghurts with Nutritional and Health Claims. Nutrients 2019, 11, 2742.

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