Healthy eating as a trend: consumers’ perceptions towards products with nutrition and health claims

Abstract Purpose: The number of food products containing nutritional or health claims, such as added calcium for stronger bones, has been increasing. Accordingly, we aimed to understand consumers’ perceptions towards products that are considered to be healthier and to know how these perceptions affect their purchase intentions. Theoretical framework: Based on consumer perception theory and how consumers process and interpret information, we sought to better understand consumer behavior in relation to the use of nutrition claims in marketing communication. Design/methodology/approach: A survey was conducted via an online questionnaire and responses were obtained from 477 Portuguese consumers. Findings: The results show that the most relevant characteristics when purchasing food are price and taste. However, the addition of a claim can increase purchase intentions. Practical & social implications of research: The reasons behind the new offerings by the food industry are related to the growing demand from individuals for products aimed at improving their health status, which has been deteriorating due to factors such as sedentary lifestyles, longer life expectancy, and a poor diet in terms of nutrition. It is important to know if these claims translate into effective changes in purchasing behavior. Originality/value: The results lead to the conclusion that claims are important in the food choices of the Portuguese respondents, who are less keen on “light” and “lean.” When it comes to using claims in communication, in Portugal, it is always better to use a direct, transparent, and rigorous approach; otherwise the consumer will not be induced to buy.

研究目的（Abstract Purpose）：当前带有营养与健康声称（nutritional or health claims）的食品数量持续增长，例如添加钙以强健骨骼这类声称。据此，本研究旨在探明消费者对被归类为更健康食品的认知状况，以及此类认知如何影响其购买意向。

理论框架（Theoretical framework）：本研究以消费者认知理论及消费者信息加工与解读逻辑为基础，以期更深入地理解营销传播中使用营养与健康声称相关的消费者行为。

研究设计与方法（Design/methodology/approach）：本研究通过在线问卷开展调研，共收集到477名葡萄牙消费者的有效问卷回复。

研究结果（Findings）：研究结果显示，消费者购买食品时最受关注的属性为价格与口味，但添加营养与健康声称可显著提升消费者的购买意向。

研究的实践与社会意义（Practical & social implications of research）：食品行业推出此类新品的核心动因，源于消费者对旨在改善健康状况的产品需求持续攀升——而久坐不动的生活方式、预期寿命延长以及膳食营养结构失衡等因素，正导致公众健康状况不断下滑。探明此类声称能否切实推动消费者购买行为的转变，具有重要的实践与社会价值。

研究创新性与价值（Originality/value）：本研究得出结论：营养与健康声称在受访葡萄牙消费者的食品选择中发挥着重要作用，但这类群体对"light"与"lean"类声称的接受度较低。在葡萄牙开展营销传播时，使用营养与健康声称需始终采用直接、透明且严谨的表述方式，否则将无法有效激发消费者的购买意愿。