Positive emotions and their upregulation increase willingness to consume healthy foods

Using the Theory of Perceived Value to Determine the Willingness to Consume Foods from a Healthy Brand: The Role of Health Consciousness

Eating low amounts of healthy foods leads to high rates of diet-related diseases. How can we control and reduce the increase in these diseases? One of the recommendations is to improve nutritional competence, which means greater health consciousness. The objective of the present study is to determine the influence of health consciousness on the dimensions of perceived value and their impact on the willingness to consume foods from a healthy brand. Through a non-experimental, cross-sectional, and explanatory study, the responses of 518 participants (men and women) who confirmed being consumers of the healthy brands of food were analyzed. The study included adults aged from 18 to 58 years recruited using non-probability sampling. Data was collected using a self-report form and statistically analyzed using Smart PLS. The findings support that health awareness positively and significantly influences perceived quality value, perceived financial value, perceived social value, and perceived emotional value; contrary to this, it was detected that the perceived financial value does not influence the willingness to consume foods from healthy brands. This study contributes significantly to health science by showing how the theory of perceived value predicts the intention to consume healthy brands, with health consciousness intervening in this prediction. Therefore, it is concluded that the study population that consumes healthy foods has experienced the positive impact of perceived value and reports that the factors that comprise it influence their intention to consume healthy foods.

Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy

Introduction

The willingness to consume healthy foods has highlighted the growing importance of health, even more so when it comes to food choice, and predicting the willingness to consume foods of a healthy brand represents an action that leads to the practice of conscious eating habits, but what is behind this willingness? To answer this question and based on previous studies such as the theory of planned behavior and nutritional literacy, this study aimed to build a predictive model through an empirical study to examine the influence of nutritional literacy (NL) on attitude (ATT), subjective norm (SN) and perceived behavioral control (PBC), as well as to determine the influence of the three variables of the theory of planned behavior (TPB) on the willingness to consume healthy brand foods (WCHBF) in the Peruvian market.

Methods

The research focused on the population that stated that they were consumers of the Unión brand (a brand whose value proposition is the sale of healthy foods), obtaining 482 consumers. The study was conducted under a quantitative, non-experimental, cross-sectional design approach.

Results

The results support the existence of a positive and significant effect of NL on ATT, SN, and PBC, finding the exact behavior of SN and PBC in WCHBF; however, in the proposed model, it is observed that ATT has no impact on WCHBF.

Conclusion

Applying strategies that lead to a change in consumer behavior towards healthy brands is a matter of time and will. In this context, the findings indicate that nutritional literacy plays an essential role in the willingness to consume healthy foods, which sheds more light on the design of educational interventions and awareness campaigns that independently inform about nutritional benefits and empower consumers, allowing them to make informed and healthy choices.

Consequences of positive vs. negative information concerning the amount of sugar consumption on appetite, mood, and visual food cue attention: Findings from two online interventions

BACKGROUND

Eating too much sugar is associated with many negative health effects. Two brief online interventions were carried out to investigate whether information about the negative consequences of eating high-sugar food vs. positive consequences of eating low-sugar food can change reported appetite, mood, and visual food cue attention.

METHOD

For Study I, participants (n = 201) were allocated to one of three groups: Two groups were asked to list either the negative consequences of high-sugar consumption (negative focus) or the positive consequences of low-sugar consumption (positive focus). The third group carried out a control task (writing a shopping list). For Study II, 200 participants took part in a quiz with questions focusing on either positive, negative, or neutral consequences of high vs. low sugar consumption. Participants evaluated their appetite and mood before and after all interventions (list, quiz) and additionally completed a visual probe task with images depicting high vs. low-sugar food.

RESULTS

In Study I, the positive focus increased appetite for low-sugar food. The negative focus reduced participants' positive mood but did not change reported appetite. In Study II, all quiz conditions decreased appetite for high-sugar foods but did not affect mood. None of the interventions influenced visual attention to the food images.

CONCLUSION

Focusing on negative consequences of a high-sugar diet is less pleasant and is less effective in changing people's appetite than considering the positive aspects of a low-sugar diet. Thus, future interventions should instead spotlight the positive outcomes of a healthy diet.