Bou Fakhreddine, LaraGarcía Martínez, MarianSánchez García, MercedesSchnettler, Berta2023-08-112023-08-112023Bou Fakhreddine, L., Martínez, M. G., Sánchez, M., & Schnettler, B. (2023). Consumers’ willingness to pay for health claims during the COVID-19 pandemic: A moderated mediation analysis. Journal of Agriculture and Food Research, 11, 100523. https://doi.org/10.1016/j.jafr.2023.1005232666-154310.1016/j.jafr.2023.100523https://academica-e.unavarra.es/handle/2454/45945The COVID-19 pandemic has posed a substantial threat to people's lives and raised health concerns. This research explores the mediating role of consumers' attitudes towards health claims in the relationship between consumers' interest in health claims and their willingness to pay (WTP) for health claims in extra virgin olive oil (EVOO). Additionally, we examine the moderation effect of COVID-19 risk perception in the relationship between consumers' interest in and attitudes towards health claims. Data were collected through an online survey in three countries: Spain, the UK and Chile. Findings confirm the mediating role of consumers' attitudes towards health claims. Furthermore, the relationship between consumers' interest and their attitudes towards health claims was stronger when COVID-19 risk perception was higher.application/pdfeng© 2023 The Authors. This is an open access article under the CC BY-NC-ND license.COVID-19Health claimsOlive oilRisk perceptionWillingness to payinfo:eu-repo/semantics/article2023-08-11info:eu-repo/semantics/openAccess