Can claims on food packages build purchase intention? Assessing serial mediation impact of nutrition information and trust. (12th March 2023)

• Record Type: Journal Article
• Authors: Soni, Pavleen; Kaur, Kiranjot
• Is Part Of: World review of entrepreneurship, management and sustainable development. Volume 19:Number 3/5(2023)
• Page Start: 292
• Page End: 308
• Publication Date: 2023-03-12
• Subjects: nutrition information -- claims -- trust -- serial mediation -- moderation -- India; Sustainable development -- Periodicals; Entrepreneurship -- Periodicals; 338.04
• Languages: English
• ISSNs: 1746-0573

Abstract

The present study investigates whether the sequential use of food claims and nutrition facts panel leads to trust and purchase intention. The study has been carried out using primary responses from 600 consumers from Punjab (India). Serial mediation has been used through process macro to assess the role of nutrition facts panel and trust in building purchase intention. The results suggest that use of nutrition information and trust 'sequentially' mediates the relationship between use of claims and purchase intention. Marketers may shift focus from using claims and increase readability of nutrition facts panel as it is importantly read by consumers in order to verify claims.