Unraveling the mechanism to develop health consciousness from organic food: a cross-comparison of Brazilian and Spanish millennials
Unraveling the mechanism to develop health consciousness from organic food: a cross-comparison of Brazilian and Spanish millennials
Purpose: 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. Design/methodology/approach: 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. Findings: 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. Originality/value: 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.
Consumer behavior, Health consciousness, Millennials, Organic food, Willingness to pay premium
197-220
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Vidal-Branco, Murilo
79e68bb2-ca22-497a-9c87-197634c00eed
Higueras-Castillo, Elena
bb0b5b37-69d3-4e1a-8885-92fbbb5eefcf
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
2021
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Vidal-Branco, Murilo
79e68bb2-ca22-497a-9c87-197634c00eed
Higueras-Castillo, Elena
bb0b5b37-69d3-4e1a-8885-92fbbb5eefcf
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
Japutra, Arnold, Vidal-Branco, Murilo, Higueras-Castillo, Elena and Molinillo, Sebastian
(2021)
Unraveling the mechanism to develop health consciousness from organic food: a cross-comparison of Brazilian and Spanish millennials.
British Food Journal, 124 (1), .
(doi:10.1108/BFJ-10-2020-0952).
Abstract
Purpose: 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. Design/methodology/approach: 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. Findings: 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. Originality/value: 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.
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Published date: 2021
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Publisher Copyright:
© 2021, Emerald Publishing Limited.
Keywords:
Consumer behavior, Health consciousness, Millennials, Organic food, Willingness to pay premium
Identifiers
Local EPrints ID: 500219
URI: http://eprints.soton.ac.uk/id/eprint/500219
ISSN: 0007-070X
PURE UUID: 6d9d7a7f-15bc-4bf1-9e90-8c7f7ef4c2e7
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Date deposited: 22 Apr 2025 17:13
Last modified: 23 Apr 2025 02:14
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Contributors
Author:
Arnold Japutra
Author:
Murilo Vidal-Branco
Author:
Elena Higueras-Castillo
Author:
Sebastian Molinillo
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