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Health claims and consumers' behavioral intentions: The case of soy-based food

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  • Moon, Wanki
  • Balasubramanian, Siva K.
  • Rimal, Arbindra
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    Abstract

    This research evaluates the impact of two soy-specific health claims (highlighting FDA approval along with scientific results and simply describing scientific results) on stated behavioral intentions toward soy-based food using a survey administered by Ipsos-Observer to a nationally representative web panel in the summer of 2007. Our research design randomly assigned respondents to a health claim. Three ordered probit models (non-soy users; infrequent soy users; regular soy users) show that non-soy users and infrequent soy users who were exposed to either FDA health claim or general health claim are significantly more likely to eat soy-based food products. FDA or general health claim, however, did not change the behavioral intentions of regular soy users. These results suggest that soy consumption status moderates the impacts of health claims on behavioral intentions. However, the impact of FDA health claim did not differ from that of general health claim, indicating that the word 'FDA' did not add any additional information to consumers beyond the general health claim.

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    Bibliographic Info

    Article provided by Elsevier in its journal Food Policy.

    Volume (Year): 36 (2011)
    Issue (Month): 4 (August)
    Pages: 480-489

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    Handle: RePEc:eee:jfpoli:v:36:y:2011:i:4:p:480-489

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    Web page: http://www.elsevier.com/locate/foodpol

    Related research

    Keywords: FDA approval Health claim Soy foods Health benefits Behavioral intentions;

    References

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    1. Wansink, Brian & Park, Sea Bum & Sonka, Steven T. & Morganosky, Michelle A., 2000. "How Soy Labeling Influences Preference And Taste," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 3(01).
    2. Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, University of Chicago Press, vol. 12(3), pages 341-52, December.
    3. Eliza M. Mojduszka & Julie A. Caswell, 2000. "A Test of Nutritional Quality Signaling in Food Markets Prior to Implementation of Mandatory Labeling," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 82(2), pages 298-309.
    4. Golan, Elise & Unnevehr, Laurian, 2008. "Food product composition, consumer health, and public policy: Introduction and overview of special section," Food Policy, Elsevier, vol. 33(6), pages 465-469, December.
    5. Chern, Wen S & Loehman, Edna T & Yen, Steven T, 1995. "Information, Health Risk Beliefs, and the Demand for Fats and Oils," The Review of Economics and Statistics, MIT Press, vol. 77(3), pages 555-64, August.
    6. Jutta Roosen & Stéphan Marette & Sandrine Blanchemanche & Philippe Verger, 2007. "Does Health Information Matter for Modifying Consumption? A Field Experiment Measuring the Impact of Risk Information on Fish Consumption," Center for Agricultural and Rural Development (CARD) Publications 06-wp434, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    7. Moon, Wanki & Balasubramanian, Siva K. & Rimal, Arbindra, 2005. "Perceived Health Benefits and Soy Consumption Behavior: Two-Stage Decision Model Approach," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 30(02), August.
    8. Mathios, Alan D., 1998. "The Importance Of Nutrition Labeling And Health Claim Regulation On Product Choice: An Analysis Of The Cooking Oils Market," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 27(2), October.
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