Understanding Consumers’ Intentions to Purchase Clean Label Products: Evidence from Taiwan
Abstract
:1. Introduction
2. Materials and Methods
2.1. Research Framework
2.2. Research Hypotheses
2.2.1. Purchase Intention
2.2.2. Involvement
2.2.3. Product Knowledge
2.3. Questionnaire Design
2.4. Sample Size and Composition
2.5. Statistical Analysis
3. Results and Discussion
3.1. Measurement Model: Reliability and Validity
3.2. Structural Model: Goodness-of-Fit Statistics and Hypothesis Testing
4. Conclusions
4.1. Research Conclusions
- Adapt to changes in dietary preferences and provide products that meet public expectations.
- 2.
- Indicator selection for “clean label”
- 3.
- Improve faith in the “clean label”
- 4.
- Popularization of “clean label”
4.2. Research Limitations and Future Research Directions
- An important limitation of this study is the perception of the label information. Although the definition of “clean label” products was been clearly explained and illustrated with pictures at the beginning of the questionnaire of this study, this topic is new, and not every respondent shares the same understanding, which may make some respondents have biases when answering the questions.
- To improve the accuracy of the research results and obtain complete information, subsequent researchers can use this study as a basis and collect data from various other market segments (e.g., different regions and cities) to increase the coverage of the sample. The extrapolation and reference value of the research results can be enhanced, which will be helpful for food industry managers to formulate marketing strategies for target markets and improve the research on the factors influencing the behavioral intention regarding “clean label” products. In addition, future studies could perform random sampling collection and use larger sample sizes. Moreover, as past studies have noted that peer communication through social media can significantly influence purchase intention [82], social media promotion should be used to explore the factors influencing consumer acceptance of “clean label” products in the future.
- Consumers’ environmental concern is an inevitable trend in the pursuit of Earth’s sustainable development. In contrast, producers can also be research subjects to discuss the effects of food safety, health, and environmental friendliness on business development, and whether they will integrate the concept of “clean label” products into practices when developing a production plan, as they want to shoulder social responsibility to gain consumers’ attention, thereby improving their company’s image.
- This study incorporates variables, such as product knowledge and involvement, to discuss Taiwanese people’s thoughts on purchasing “clean label” products and the factors influencing their purchase decisions. Future studies can incorporate variables, such as product trust, perceived risk, and perceived benefits, to make the overall research more complete.
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Item | Factor Loading | Cronbach’s α | AVE | C.R. |
---|---|---|---|---|
Product Knowledge | 0.873 | 0.646 | 0.892 | |
1. I know the function and purpose of the “clean label”. | 0.803 | |||
2. I will learn voluntarily about the product knowledge of the “clean label”. | 0.815 | |||
3. I can provide knowledge about the “clean label” to other people. | 0.778 | |||
4. I have had the experience of purchasing products with the “clean label”. | 0.819 | |||
5. I have had the experience of eating products with the “clean label”. | 0.825 | |||
Involvement | 0.921 | 0.673 | 0.863 | |
1. I am interested in products with the “clean label”. | 0.832 | |||
2. I know how many different types of “clean label” are available. | 0.783 | |||
3. I think products with the “clean label” can improve food safety. | 0.846 | |||
4. Products with the “clean label” are important for me. | 0.854 | |||
5. I need products with the “clean label”. | 0.779 | |||
6. I think the “clean label” system can be more complete. | 0.791 | |||
Purchase Intentions | 0.916 | 0.682 | 0.905 | |
1. The possibility of me buying a “clean label” product is high. | 0.862 | |||
2. Purchasing products with the “clean label” is my first choice. | 0.762 | |||
3. I will buy products with the “clean label”. | 0.848 | |||
4. I will recommend that people buy products with the “clean label”. | 0.830 | |||
5. The opinions of well-known professionals, such as doctors and dietitians, have influenced me to purchase products with the “clean label”. | 0.782 |
Hypothesis | Content | Verification |
---|---|---|
H1 | Products’ involvement positively affects consumers’ purchase intention. | Supported |
H2 | Product knowledge positively affects consumers’ involvement. | Supported |
H3 | Product knowledge positively affects consumers’ purchase intentions. | Supported |
Model | x2/df | GFI | TLI | RMSEA | IFI |
---|---|---|---|---|---|
Structural model | 2.328 | 0.907 | 0.913 | 0.052 | 0.943 |
Recommended value | ≤3.00 | ≥0.90 | ≥0.90 | <0.08 | ≥0.90 |
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Chang, M.-Y.; Chen, H.-S. Understanding Consumers’ Intentions to Purchase Clean Label Products: Evidence from Taiwan. Nutrients 2022, 14, 3684. https://doi.org/10.3390/nu14183684
Chang M-Y, Chen H-S. Understanding Consumers’ Intentions to Purchase Clean Label Products: Evidence from Taiwan. Nutrients. 2022; 14(18):3684. https://doi.org/10.3390/nu14183684
Chicago/Turabian StyleChang, Min-Yen, and Han-Shen Chen. 2022. "Understanding Consumers’ Intentions to Purchase Clean Label Products: Evidence from Taiwan" Nutrients 14, no. 18: 3684. https://doi.org/10.3390/nu14183684
APA StyleChang, M. -Y., & Chen, H. -S. (2022). Understanding Consumers’ Intentions to Purchase Clean Label Products: Evidence from Taiwan. Nutrients, 14(18), 3684. https://doi.org/10.3390/nu14183684