Trust in nutrition, subjective norms and urban consumers’ purchase behavior of quinoa products: explanation based on preference heterogeneity
IntroductionWith the increase of disposable income and the awakening of health consciousness of Chinese residents, higher requirements have been put forward for the nutritional value of food. To meet the market demand and promote the high-quality development of the whole quinoa industry chain, this...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2024-12-01
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| Series: | Frontiers in Nutrition |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fnut.2024.1511205/full |
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| author | Chan Wang Xiaoyan Fu Caixia Li Zengjin Liu Shanshan Wang Tinggui Chen Lei Jia |
| author_facet | Chan Wang Xiaoyan Fu Caixia Li Zengjin Liu Shanshan Wang Tinggui Chen Lei Jia |
| author_sort | Chan Wang |
| collection | DOAJ |
| description | IntroductionWith the increase of disposable income and the awakening of health consciousness of Chinese residents, higher requirements have been put forward for the nutritional value of food. To meet the market demand and promote the high-quality development of the whole quinoa industry chain, this study aimed to analyze the purchase behavior of quinoa from the aspects of nutritional trust and subjective norms.MethodsBased on 1,078 micro-survey data from 16 administrative districts in Shanghai, this paper empirically examined the influence of trust in nutrition and subjective norms on consumers’ purchase behavior and willingness to pay of quinoa products, and further investigated the moderating effect of preference heterogeneity.ResultsResults show that 38.22% of respondents have purchased quinoa products. Trust in nutrition and subjective norms can not only promote their purchasing behavior, but also improve consumers’ willingness to pay for quinoa products. The analysis of the moderating effect shows that both the purchase behavior and the willingness to pay are affected by the preference heterogeneity, and the cognitive preference will weaken the positive influence of subjective norms on the purchase behavior, while the nutritional preference of consumers can strengthen the positive influence of trust in nutrition on the willingness to pay.DiscussionTherefore, this paper suggests that strengthens research and development of products market oriented, implements certification and labeling schemes for nutrition and other properties of products, intensifies publicity and promotion of products to enhancing consumers’ awareness of healthy diet. |
| format | Article |
| id | doaj-art-4f75f283b1f34cb59c90b82bb9d1afbb |
| institution | OA Journals |
| issn | 2296-861X |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Nutrition |
| spelling | doaj-art-4f75f283b1f34cb59c90b82bb9d1afbb2025-08-20T02:30:23ZengFrontiers Media S.A.Frontiers in Nutrition2296-861X2024-12-011110.3389/fnut.2024.15112051511205Trust in nutrition, subjective norms and urban consumers’ purchase behavior of quinoa products: explanation based on preference heterogeneityChan Wang0Xiaoyan Fu1Caixia Li2Zengjin Liu3Shanshan Wang4Tinggui Chen5Lei Jia6Institute of Information of Agricultural Science and Technology, Shanghai Academy of Agricultural Sciences, Shanghai, ChinaShanghai Key Laboratory of Agricultural Genetics and Breeding, Biotechnology Research Institute, Shanghai Academy of Agricultural Sciences, Shanghai, ChinaInstitute of Information of Agricultural Science and Technology, Shanghai Academy of Agricultural Sciences, Shanghai, ChinaInstitute of Information of Agricultural Science and Technology, Shanghai Academy of Agricultural Sciences, Shanghai, ChinaCollege of Economics and Management, Shanghai Ocean University, Shanghai, ChinaCollege of Economics and Management, Shanghai Ocean University, Shanghai, ChinaInstitute of Information of Agricultural Science and Technology, Shanghai Academy of Agricultural Sciences, Shanghai, ChinaIntroductionWith the increase of disposable income and the awakening of health consciousness of Chinese residents, higher requirements have been put forward for the nutritional value of food. To meet the market demand and promote the high-quality development of the whole quinoa industry chain, this study aimed to analyze the purchase behavior of quinoa from the aspects of nutritional trust and subjective norms.MethodsBased on 1,078 micro-survey data from 16 administrative districts in Shanghai, this paper empirically examined the influence of trust in nutrition and subjective norms on consumers’ purchase behavior and willingness to pay of quinoa products, and further investigated the moderating effect of preference heterogeneity.ResultsResults show that 38.22% of respondents have purchased quinoa products. Trust in nutrition and subjective norms can not only promote their purchasing behavior, but also improve consumers’ willingness to pay for quinoa products. The analysis of the moderating effect shows that both the purchase behavior and the willingness to pay are affected by the preference heterogeneity, and the cognitive preference will weaken the positive influence of subjective norms on the purchase behavior, while the nutritional preference of consumers can strengthen the positive influence of trust in nutrition on the willingness to pay.DiscussionTherefore, this paper suggests that strengthens research and development of products market oriented, implements certification and labeling schemes for nutrition and other properties of products, intensifies publicity and promotion of products to enhancing consumers’ awareness of healthy diet.https://www.frontiersin.org/articles/10.3389/fnut.2024.1511205/fulltrust in nutritionsubjective normsquinoapurchase behaviormoderating effect |
| spellingShingle | Chan Wang Xiaoyan Fu Caixia Li Zengjin Liu Shanshan Wang Tinggui Chen Lei Jia Trust in nutrition, subjective norms and urban consumers’ purchase behavior of quinoa products: explanation based on preference heterogeneity Frontiers in Nutrition trust in nutrition subjective norms quinoa purchase behavior moderating effect |
| title | Trust in nutrition, subjective norms and urban consumers’ purchase behavior of quinoa products: explanation based on preference heterogeneity |
| title_full | Trust in nutrition, subjective norms and urban consumers’ purchase behavior of quinoa products: explanation based on preference heterogeneity |
| title_fullStr | Trust in nutrition, subjective norms and urban consumers’ purchase behavior of quinoa products: explanation based on preference heterogeneity |
| title_full_unstemmed | Trust in nutrition, subjective norms and urban consumers’ purchase behavior of quinoa products: explanation based on preference heterogeneity |
| title_short | Trust in nutrition, subjective norms and urban consumers’ purchase behavior of quinoa products: explanation based on preference heterogeneity |
| title_sort | trust in nutrition subjective norms and urban consumers purchase behavior of quinoa products explanation based on preference heterogeneity |
| topic | trust in nutrition subjective norms quinoa purchase behavior moderating effect |
| url | https://www.frontiersin.org/articles/10.3389/fnut.2024.1511205/full |
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