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Open AccessArticle

Can Health Perceptions, Credibility, and Physical Appearance of Low-Fat Foods Stimulate Buying Intentions?

Marketing Department, University of Valencia, 46010 Valencia, Spain
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Foods 2020, 9(7), 866; https://doi.org/10.3390/foods9070866
Received: 6 May 2020 / Revised: 4 June 2020 / Accepted: 5 June 2020 / Published: 2 July 2020
(This article belongs to the Special Issue Food Packaging Strategies)
This study examines the influence of labelling and packaging strategies on perceived product health and overall attitudes to low-fat products in the field of healthy food claims among young consumers. The aim was to determine if these aspects can influence buying intentions. After a literature review, a quantitative study was carried out. With a sample of 300 young consumers (18–25 years old) and the use of partial least square methodology, this paper demonstrated that: (1) nutritional information and visual cues affect consumers’ perceptions (information credibility and physical appearance), (2) information credibility influences product health perceptions and attitudes toward a product, (3) physical appearance affects attitudes toward a product, and (4) overall attitude to the product influences purchase intentions The results achieved show that credibility and physical appearance could stimulate low-fat foods purchase intentions through a positive global attitude to the product. Additionally, nutritional information and visual cues play a more relevant role than nutritional information response and informative cues. These results and the conclusions that follow must be understood in the analysed context (low-fat foods) with the sample used (300 young consumers). View Full-Text
Keywords: information credibility; physical appearance; product health perceptions; overall attitude; purchase intention; food market information credibility; physical appearance; product health perceptions; overall attitude; purchase intention; food market
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MDPI and ACS Style

Küster-Boluda, I.; Vila, N. Can Health Perceptions, Credibility, and Physical Appearance of Low-Fat Foods Stimulate Buying Intentions? Foods 2020, 9, 866.

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