The role of consumer involvement in cue use during food purchasing Decisions: The moderating effect of consumer familiarity

An extensive body of literature underscores the pivotal role of consumer involvement as a primary antecedent that influences the depth of information processing, including product cue utilisation. Food purchasing is typically characterised by low consumer involvement, with consumers relying on just a few product cues. This tendency is particularly pronounced for habitual food choices, which is a challenge for manufacturers that want to differentiate products by optimising cues. This pattern can be altered during times of significant disruption. For example, when a food scandal occurs, it can lead to low consumer trust in the industry. This study uses Chinese dairy products as a case context to explore how the salience of product cues is shaped by consumer involvement and familiarity within a low-trust market. Leveraging survey data collected from 1073 dairy consumers in Shanghai, we employ partial least squares structural equation modelling to scrutinise the path coefficients between various component variables of consumer involvement and diverse cue types. Multi-group analysis is used to uncover the moderating influence of consumer familiarity. Our findings reveal a significant shift in consumer behaviour within a low-trust context; consumers demonstrate varying levels of attention to food product cues. Four sub-components of involvement emerge as unique drivers that influence cue utilisation for dairy products. Importantly, the moderating impact of familiarity is found to be contingent upon consumers’ motivational objectives. This research offers a novel lens through which to explore the evolving relationships among consumer involvement, product familiarity and the use of informational cues. Its implications are substantially important for food enterprises seeking successful labelling strategies within low-trust markets.