Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country
In the current consumer context, the trend towards a healthy lifestyle has significantly increased the demand for healthy foods. This study aims to identify the relationship between the brand image (BI) and purchase intention (PI) of these products and how variables such as perceived brand quality (...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-10-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/13/20/3242 |
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| author | Elizabeth Emperatriz García-Salirrosas Manuel Escobar-Farfán Iván Veas-González Jorge Alberto Esponda-Perez Rodrigo Gallardo-Canales Rodrigo Ruiz-Andia Virginia Mercedes Fernandez-Daza Rosa Fabiana Zabalaga-Davila |
| author_facet | Elizabeth Emperatriz García-Salirrosas Manuel Escobar-Farfán Iván Veas-González Jorge Alberto Esponda-Perez Rodrigo Gallardo-Canales Rodrigo Ruiz-Andia Virginia Mercedes Fernandez-Daza Rosa Fabiana Zabalaga-Davila |
| author_sort | Elizabeth Emperatriz García-Salirrosas |
| collection | DOAJ |
| description | In the current consumer context, the trend towards a healthy lifestyle has significantly increased the demand for healthy foods. This study aims to identify the relationship between the brand image (BI) and purchase intention (PI) of these products and how variables such as perceived brand quality (BPQ) and brand satisfaction (BS) influence brand trust (BT) and brand loyalty (BL) in this relationship. The methodology includes a quantitative approach, using non-probability convenience sampling. Using an online survey, data were collected from 637 consumers. Analyses were performed using structural equation modeling (SEM-PLS). The results show no significant correlation between BI and PI, but BI significantly impacts BPQ, BS, BT, and BL. Furthermore, BPQ positively influences BS, BT, and BL, but it does not have a direct influence on PI. The findings suggest that a positive brand image satisfies consumers and generates long-term trust and loyalty. However, perceived quality does not always translate into purchase intention due to various barriers. Practical implications highlight the importance of building a strong and positive brand image to encourage demand for healthy products. |
| format | Article |
| id | doaj-art-0baabbaf3c3a4623a011a4448fdee0d1 |
| institution | OA Journals |
| issn | 2304-8158 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj-art-0baabbaf3c3a4623a011a4448fdee0d12025-08-20T02:11:15ZengMDPI AGFoods2304-81582024-10-011320324210.3390/foods13203242Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing CountryElizabeth Emperatriz García-Salirrosas0Manuel Escobar-Farfán1Iván Veas-González2Jorge Alberto Esponda-Perez3Rodrigo Gallardo-Canales4Rodrigo Ruiz-Andia5Virginia Mercedes Fernandez-Daza6Rosa Fabiana Zabalaga-Davila7Grupo de Investigación e Innovación para el Emprendimiento y Sostenibilidad, Universidad Nacional Tecnológica de Lima Sur, Lima 15816, PeruDepartment of Administration, Faculty of Administration and Economics, University of Santiago of Chile, Santiago 9170020, ChileDepartamento de Administración, Facultad de Economía y Administración, Universidad Católica del Norte, Antofagasta 1270709, ChileFaculty of Nutrition and Food Sciences, Universidad de Ciencias y Artes de Chiapas, Tuxtla Gutiérrez 29000, MexicoDepartment of Management Technologies, Faculty of Technology, University of Santiago of Chile, Santiago 9170020, ChileCentro de Investigación en Ciencias Exactas e Ingenierías (CICEI), Universidad Católica Boliviana San Pablo, Cochabamba, BoliviaDepartamento de Ciencias Empresariales, Universidad del Valle, Cochabamba, BoliviaCentro de Investigación en Ciencias Exactas e Ingenierías (CICEI), Universidad Católica Boliviana San Pablo, Cochabamba, BoliviaIn the current consumer context, the trend towards a healthy lifestyle has significantly increased the demand for healthy foods. This study aims to identify the relationship between the brand image (BI) and purchase intention (PI) of these products and how variables such as perceived brand quality (BPQ) and brand satisfaction (BS) influence brand trust (BT) and brand loyalty (BL) in this relationship. The methodology includes a quantitative approach, using non-probability convenience sampling. Using an online survey, data were collected from 637 consumers. Analyses were performed using structural equation modeling (SEM-PLS). The results show no significant correlation between BI and PI, but BI significantly impacts BPQ, BS, BT, and BL. Furthermore, BPQ positively influences BS, BT, and BL, but it does not have a direct influence on PI. The findings suggest that a positive brand image satisfies consumers and generates long-term trust and loyalty. However, perceived quality does not always translate into purchase intention due to various barriers. Practical implications highlight the importance of building a strong and positive brand image to encourage demand for healthy products.https://www.mdpi.com/2304-8158/13/20/3242brand imagepurchase intentionperceived brand qualitybrand satisfactionbrand trustbrand loyalty |
| spellingShingle | Elizabeth Emperatriz García-Salirrosas Manuel Escobar-Farfán Iván Veas-González Jorge Alberto Esponda-Perez Rodrigo Gallardo-Canales Rodrigo Ruiz-Andia Virginia Mercedes Fernandez-Daza Rosa Fabiana Zabalaga-Davila Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country Foods brand image purchase intention perceived brand quality brand satisfaction brand trust brand loyalty |
| title | Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country |
| title_full | Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country |
| title_fullStr | Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country |
| title_full_unstemmed | Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country |
| title_short | Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country |
| title_sort | purchase intention of healthy foods the determinant role of brand image in the market of a developing country |
| topic | brand image purchase intention perceived brand quality brand satisfaction brand trust brand loyalty |
| url | https://www.mdpi.com/2304-8158/13/20/3242 |
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