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Identification of Marketing Strategies Influencing Consumers’ Perception of Healthy Food Products and Triggering Purchasing Decisions

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  • María Miquel Vidal

    (Food and Technology Faculty, Autonomous University of Barcelona, Bellaterra, 08193 Barcelona, Spain)

  • Carmina Castellano-Tejedor

    (Research Group on Stress and Health (GIES), Department of Basic Psychology, Faculty of Psychology, Autonomous University of Barcelona, Bellaterra, 08193 Barcelona, Spain
    RE-FIT Research Group, Parc Sanitari Pere Virgili & Vall d’Hebron Institute of Research, 08023 Barcelona, Spain
    Psynaptic, Psicología y Servicios Científicos y Tecnológicos, S.L.P., 08192 Sant Quirze del Vallè, Spain)

Abstract

(1) Background: Marketing and advertising strategies for food products are very diverse and have a differential effect on consumers’ behaviours and attitudes towards products. (2) Objectives: To examine the influence of point-of-purchase (PoP) marketing and advertising strategies and the promotion of products employing opinion leaders (celebrities) on the healthy perception of pre-packaged food and buying behaviour of young consumers. (3) Methods: Online survey ( N = 130) of 18–31 years old participants. (4) Results: “Price” was the most influential factor when purchasing a snack (66.2%), although “salt and macronutrient content” had a major influence on females (x 2 (1,N=129) = 14.02, p < 0.001). Participants with low or no weight satisfaction were more prone to consider “low fat” (x 2 (1,N=130) = 5.02, p = 0.025) and chose “green” as the most suitable colour for healthy snack packaging. Male celebrities were more picked by males than female participants (x 2 (1,N=129) = 6.41, p = 0.011). (4) Conclusion: Using green packaging, nutritional claims related to low-calorie intakes or accentuating salt and macronutrient content, and using opinion leaders with whom consumers can relate to, were the most influential factors in fostering a healthy perception of pre-packaged food products. These results highlight the need for policies to limit marketing strategies to avoid misleading consumers’ opinion of a product as healthy when it is not.

Suggested Citation

  • María Miquel Vidal & Carmina Castellano-Tejedor, 2022. "Identification of Marketing Strategies Influencing Consumers’ Perception of Healthy Food Products and Triggering Purchasing Decisions," Businesses, MDPI, vol. 2(4), pages 1-13, October.
    • Handle: RePEc:gam:jbusin:v:2:y:2022:i:4:p:26-422:d:932792
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    References listed on IDEAS

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    3. Savita Hanspal & P. Raj Devasagayam, 2017. "Impact of Consumers’ Self-Image and Demographics on Preference for Healthy Labeled Foods," SAGE Open, , vol. 7(1), pages 21582440166, January.
    4. Bargh, John A, 2002. "Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 280-285, September.
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