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The aim of this study is to analyze the drivers of health consciousness related to millennials’ organic food consumption and the impact of health consciousness on millennials’ willingness to pay premium through a cross-cultural study.

A comparative analysis was conducted in two countries (Brazil vs Spain). Based on the stimuli-organism-response framework, the authors present a conceptual model to investigate the relationship between cognitive and affective stimuli (i.e. natural content, value for money, sensorial appeal, price fairness, trend, emotional appeal and food safety concern) and customers’ health consciousness with the mediating effect of food safety concern and their impact on the customers’ response (i.e. willingness to pay premium). A survey and a structural equation approach are applied.

The results show that cognitive and affective stimuli and food safety concern improve millennials’ health consciousness and, consequently, their willingness to pay a premium price for organic food. The results present a high validity correlation of constructs with significant differences between the two countries.

The originality of this study lies in the comparison of drivers of health consciousness and their impact on organic food consumption among millennials from two countries (developed vs developing). This work contributes to the study of organic food consumption with an analysis of the impact of seven drivers on health consciousness and its relationship with willingness to pay premium in a cross-comparison of Brazilian and Spanish millennials.

The purpose of this study is to propose a research framework to examine the effects of consumer consciousness, food safety concern and healthy lifestyle on the attitudes toward eating “green” simultaneously in a single study. Besides, the mediating role of healthy lifestyle in forming a positive attitude toward eating “green” is also examined in this study.

A questionnaire-based approach was applied in this study. The unit of analysis was individual consumer (aged 18 years and above) who lived in Klang Valley, Malaysia. PLS-SEM was used to test the structural relationship of the constructs in the model based on the 300 useable data collected.

The results indicated that health consciousness, food safety concern and healthy lifestyle have a significant effect on attitudes toward eating “green”, whereas environmental and price consciousness did not have such effect. A healthy lifestyle also mediates the relationship between health consciousness and attitude toward eating “green”. An individual’s healthy lifestyle that focused on physical health-related activities will increase the effect of consumer health consciousness on their attitudes toward eating “green”.

The outcome of this study provided deeper insights for firms to assess the feasibility of entering or expanding their operations in the green market with more enduring and effective sales and marketing strategies.

Consumers’ acceptance of or resistance toward organic food had become the centre of the research focus by the academician and the industrial practitioners over the years, despite the inconsistencies of the results obtained to predict such behavior. In this study, besides examining the direct effect of the proposed variables on the attitudes toward eating “green”, the mediating role of a healthy lifestyle in forming such attitudes was also examined.

The purpose of this paper is to investigate the influences of natural content, food safety concern, health consciousness, and subjective knowledge on attitudes towards organic food and purchase intentions.

Samples are collected in Taiwan from April to May 2014 with a total of 252 returned effective questionnaires. The data are analyzed by structural equation modeling.

The results show that food safety concern and subjective knowledge have a significantly positive impact on attitudes towards organic food and purchase intentions, and natural content has a significantly positive effect on attitudes towards organic food. Moreover, it also shows that health consciousness and attitudes towards organic food have a significantly positive effect on purchase intentions. This study has found that subjective knowledge of organic food, health consciousness, and food safety concern are important factors impacting organic food purchase intentions.

This study provides organic industry to understand the consumer’s demand from the consumers’ perspective and as a basis for the future development of organic food.

The study results will provide a reference for the agricultural department of the government and the organic food promotion and education of organic food producers.

This study aims to examine how customers’ perceptions of the quality and credibility of restaurants’ food safety information influence customers’ information adoption and, consequently, their trust in the restaurant and purchase intention. It also explores the moderating effects of customers’ food safety knowledge and health consciousness.

Participants were asked to read a food safety message from a chain restaurant’s website before taking a self-administered online survey. Using a cross-sectional design, a total of 526 valid responses were collected in the USA through Amazon Mechanical Turk. A two-step approach consisting of a measurement model and a structural equation model was applied to test the direct and indirect effects. Additionally, hierarchical regression models were developed to test the moderating effects.

Results show that perceived information quality significantly affects perceived information credibility and has a significant direct and indirect influence on information adoption. Furthermore, information adoption has a direct positive influence on customers’ trust in the restaurant and an indirect effect on purchase intention (full mediation effect of trust). Finally, the moderation effects of health consciousness and food safety knowledge were supported.

Restaurateurs can apply research findings to increase the likelihood that customers adopt their food safety information and to enhance customers’ trust and, consequently, purchase intention in restaurants.

Reflecting on framing theory and information processing theory, this study examines the ways that customers process restaurants’ food safety information by developing an original conceptual framework with strong empirical data support.

This current research investigates antecedents affecting young consumers' purchasing intention of organic foods in a developing nation’s (Pakistan) context utilizing Theory of Planned Behavior. For this purpose, theoretical framework comprising characteristics of a product, concerns of consumers and consciousness were proposed.

Responses were collected from a sample comprising 418 young consumers through the convenience sampling technique. The data has been evaluated through Structural Equation Modeling.

Findings demonstrate that characteristics of products and concerns of consumers significantly affect young consumer's health and social consciousness. However, such health and social consciousness were found to have an insignificant effect on young consumers' attitudes. Moreover, findings also show that attitude is positively linked with young consumers' purchase frequency towards organic foods. Outcomes also approve moderation of environmental awareness between attitude and organic food purchasing intention.

The present study offers numerous implications for marketers, policymakers and socio-ecological organizations regarding development of intervention strategies to promote the purchase of organic foods. The study provides implications regarding making organic foods more accessible to all consumers in order to increase organic food consumption in developing countries.

Although young consumers are aware of organic food products, their knowledge about the concept is limited. Therefore, this study provides an understanding of consumer's perspective regarding their purchase intention of organic foods, which will help marketers, researchers and food producers to achieve marketing strategies for the development of these products.

The purpose of this paper is to examine how consumers’ concern for food safety and income levels influence vegetable consumption patterns and expenditure in Tamale, Ghana.

Using data from a survey of 300 urban consumers, quantile regression analyses are used to examine how food safety consciousness, income and other factors influence vegetable expenditure across different quantiles.

Whereas protein-rich foods take smaller proportion, vegetables and cereals take more than half of the household food budget. Poor households spend greater proportion of income on food relative to wealthier households, although absolute amounts spent on food takes the opposite direction. Engel’s law applies to composite food expenditure and individual food classes. Bennett’s law applies to various food groups, with high-income households showing high dietary diversity than middle- and low-income households. Food safety consciousness and income groupings significantly influence vegetable expenditure at various quantiles. Expenditure of food safety conscious and high-income consumers are positioned on higher quantiles.

The findings suggest a potential for agribusiness investors to develop safer vegetable niche markets in the study area.

The study is the first to analyze vegetable consumption in Ghana with a focus on food safety consciousness, income levels and consumers’ location.

This paper explores how the blockchain food traceability system (BFTS) affects consumers' affective brand commitment and subsequent willingness to pay premium prices.

From February 11 to May 23, 2023, this study collected data from 236 Chinese customers, who had purchased blockchain-traced food in Jingdong Mall within the past three months. Structural equation modelling was used to analyse the data.

The main findings were as follows: (1) BFTS information transparency, information immutability and product diagnosticity are significant predictors of consumer-perceived trustworthiness; BFTS information transparency, product diagnosticity and product safety are significant predictors of consumer-perceived informativeness, (2) Perceived trustworthiness and perceived informativeness build consumers' affective brand commitment, (3) Affective brand commitment affects willingness to pay premiums and (4) Health consciousness positively moderates the relationship between consumers' affective brand commitment and willingness to pay premiums.

This paper complements the research on consumer behaviour in the BFTS, and the research results provide important enlightenment for guiding food enterprises to formulate reasonable and perfect marketing strategies of blockchain-traced food.

The theory of consumption values (TCV) has successfully explained much consumer choice behavior, but few studies have investigated the values that drive food-delivery application (FDA) use. This study aims to bridge this gap by extending the TCV to the FDA context to examine food consumption-related values and interpreting and rechristening generic consumption values to adapt the TCV to the FDA context.

An explorative mixed-method research approach was taken to conduct focus group discussions with 20 target users to develop the questionnaire and then administer it for a cross-sectional survey (pen and pencil) to FDA users aged 22–65 years; 423 complete responses so received were analyzed using structural equation modeling.

The findings show that epistemic value (“visibility”) is the chief driver of purchase intentions toward FDAs, followed by conditional (“affordances”), price (part of functional value) and social value (“prestige”). Food-safety concerns and health consciousness (proposed as part of functional value) did not share any statistically significant association with purchase intentions toward FDAs.

The findings of this study are insightful for FDA service providers competing for higher shares in the market by helping them understand ways to influence consumer choices and purchase intentions.

It is the first study that combines FDAs 2014 an online service that it is attracting a lot of investment 2014and TCV which has continued to be one of the most relevant theories of consumer behavior. It extends the TCV by adapting it to the FDA context with food-consumption-related values. Thus, it adds to the relatively scant literature on FDAs on the whole which is essential, as FDAs represent the business model of new economy, i.e. online-to-offline (O2O). Finally, this study formulates a conceptual framework that may serve as the basis of future research.

With the empirical evidence on the purchase behaviour of tinned tomatoes, food labelling and the safety consciousness of consumers in Ghana were examined.

Primary data were obtained from 130 consumers. Descriptive statistics, factor analysis and multinomial probit analysis were applied.

Consumers use tinned tomatoes for cooking because of its easy accessibility in nearby shops, guaranteed constant supply, attractive package, it being affordable/cheaper, its better colour, advertisement/promotion, and longer shelf life. There is a low level of food safety consciousness among consumers since only one-fifth read labels on tinned tomatoes very often, and one-fifth do not read labels at all. Consumers frequently check on tinned tomatoes' most essential information: brand/type, manufacturing and expiry dates, and weight/volume. Age, residential status, contact information, nutritional benefits and affordability influence the choice of retail brand of tinned tomatoes. The health label consumer segment and conventional label consumer segment were identified, with the majority being the former.

The sample size used for the study could be improved in terms of number and geographical coverage. This is because the study was limited to only one main urbanised area in Ghana. Therefore, it will be worthwhile for a further study to be conducted by comparing urban and rural consumers in Ghana and other countries within Africa, to either validate or reveal a different trajectory of consumer behaviour relevant to marketing, policy and practice.

Tomato paste (tinned tomatoes) is consumed in almost all homes in Africa, but there are food scare concerns about tinned tomatoes due to reported cases of adulteration with unhealthy materials such as starch and food colour, leading to negative health implications on consumers. This makes the reading of tinned tomato labels very crucial. Thus, it is of policy relevance to investigate consumers' reading behaviour of label information on tinned tomatoes in Ghana. However, previous studies on food labelling focussed on food and nutrition labelling and implications of food labelling on consumers' purchase behaviour, with most of them outside Africa.

The purpose of this study is to understand the effects of self-risk perception and health consciousness on the intention to purchase organic food. The study also explored external factors, such as social networking, culture and their impact on attitude, self-risk perception and purchasing organic food.

This study uses a quantitative research method to collect data from New Zealand and Fiji (N = 701). The data analysis used the partial least squares path modeling technique (PLS-PM) to test the proposed model.

The empirical results revealed that self-risk perception positively influenced organic food intention. The results show that the health consciousness level strengthens the relationship between self-risk perception, beliefs, values and purchase intention. The health consciousness level dampens the relationship between social networking and purchase intention.

The findings of this study provide valuable insights into the guidance and promotion of Fijian and New Zealand's organic food industry. This study enables marketers to develop health-related promotional tactics to stimulate organic food sales. It gauges organic food promoters to use social media-oriented consumer networking to spread health awareness swiftly.

This comprehensive study extends the literature by scrutinizing the profundity of self-risk perception and health consciousness in influencing and explaining consumers' purchase intentions. Aside from ample growth in the study of organic food purchase intention, which commonly replicates simple relationships, this study ascertains deeper meaning and new relationships to understand the moderating role of health consciousness levels in organic food studies, expanding the theory of planned behavior.