TY - JOUR
T1 - Consumers' perceived value of healthier eating
T2 - A SEM analysis of the internalisation of dietary norms considering perceived usefulness, subjective norms, and intrinsic motivations in Singapore
AU - de Kervenoael, Ronan
AU - Schwob, Alexandre
AU - Hasan, Rajibul
AU - Ting, Yak Shu
PY - 2021/5/24
Y1 - 2021/5/24
N2 - Consumers' internalisation of social norms is at work when they make routine, healthier food choices in everyday contexts. We investigate the dynamics of this phenomenon in Singapore, where over 98% of consumer food products are imported. To study this, we propose, through a consumer perspective (n = 316) via Partial Least Squares Structural Equation Modelling (PLS-SEM), a model that establishes a positive relationship between perceived usefulness, subjective norms, and intrinsic motivations and the perceived value of healthier food. Subjective norms are themselves found to be a function of perceived barriers, facilitating conditions and personal innovativeness. Our framework contributes to establish a shift in the drivers of healthier food choices toward a more socio-culturally grounded decision-making approach that is particularly relevant to understand food consumption. We show that daily food routines (opposing the exceptional healthy food item) are encapsulated in perceived value of healthier eating. The data indicates further that to support healthier food product consumption, both policy makers and food providers must facilitate imported foods that meet quickly changing lifestyle requirements.
AB - Consumers' internalisation of social norms is at work when they make routine, healthier food choices in everyday contexts. We investigate the dynamics of this phenomenon in Singapore, where over 98% of consumer food products are imported. To study this, we propose, through a consumer perspective (n = 316) via Partial Least Squares Structural Equation Modelling (PLS-SEM), a model that establishes a positive relationship between perceived usefulness, subjective norms, and intrinsic motivations and the perceived value of healthier food. Subjective norms are themselves found to be a function of perceived barriers, facilitating conditions and personal innovativeness. Our framework contributes to establish a shift in the drivers of healthier food choices toward a more socio-culturally grounded decision-making approach that is particularly relevant to understand food consumption. We show that daily food routines (opposing the exceptional healthy food item) are encapsulated in perceived value of healthier eating. The data indicates further that to support healthier food product consumption, both policy makers and food providers must facilitate imported foods that meet quickly changing lifestyle requirements.
UR - http://www.scopus.com/inward/record.url?scp=85092163760&partnerID=8YFLogxK
UR - https://onlinelibrary.wiley.com/doi/10.1002/cb.1884
U2 - 10.1002/cb.1884
DO - 10.1002/cb.1884
M3 - Article
AN - SCOPUS:85092163760
SN - 1472-0817
VL - 20
SP - 550
EP - 563
JO - Journal of Consumer Behaviour
JF - Journal of Consumer Behaviour
IS - 3
ER -