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The effect of emotions on purchase behaviour towards novel foods. An application of Means–End chain methodology

Author

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  • Ramo Barrena
  • Teresa García
  • Mercedes Sánchez

Abstract

This study performs an a priori segmentation of shoppers based on their emotions with respect to two novel food items, one functional the other conventional. Both food types appear to evoke positive emotions in a majority segment of consumers and negative emotions in a minority segment. An analysis of the purchase decision structures of these segments using means–end chain methodology reveals the importance of hedonistic and nutritional qualities in food consumption decisions. In addition, brand emerges as a key factor in the purchase choices of satisfied consumers while quality search and control are key issues for concerned shoppers.

Suggested Citation

  • Ramo Barrena & Teresa García & Mercedes Sánchez, 2017. "The effect of emotions on purchase behaviour towards novel foods. An application of Means–End chain methodology," Agrekon, Taylor & Francis Journals, vol. 56(2), pages 173-190, April.
    • Handle: RePEc:taf:ragrxx:v:56:y:2017:i:2:p:173-190
    DOI: 10.1080/03031853.2017.1307119
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    Cited by:

    1. Pauline Dorothea Braun & Andrew Knight, 2023. "Appetite or Distaste for Cell-Based Seafood? An Examination of Japanese Consumer Attitudes," Commodities, MDPI, vol. 2(4), pages 1-26, October.
    2. Valor, Carmen & Antonetti, Paolo & Crisafulli, Benedetta, 2022. "Emotions and consumers’ adoption of innovations: An integrative review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 179(C).
    3. Diedericks, Lizette & Erasmus, Alet C. & Donoghue, Suné, 2020. "Now is the time to embrace interactive electronic applications of Association Pattern Technique," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

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