Consumers' willingness to pay for health claims during the COVID-19 pandemic: a moderated mediation analysis
Fecha
2023Versión
Acceso abierto / Sarbide irekia
Tipo
Artículo / Artikulua
Versión
Versión publicada / Argitaratu den bertsioa
Identificador del proyecto
Impacto
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10.1016/j.jafr.2023.100523
Resumen
The 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 r ...
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The 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. [--]
Materias
COVID-19,
Health claims,
Olive oil,
Risk perception,
Willingness to pay
Editor
Elsevier
Publicado en
Journal of Agriculture and Food Research, 11 (2023) 100523
Departamento
Universidad Pública de Navarra. Departamento de Gestión de Empresas /
Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila
Versión del editor
Entidades Financiadoras
This research has been funded by the European Union's H2020 research and innovation programme under Marie Sklodowska-Curie grant agreement No 801586 and from the Ministry of Science, Innovation and Universities and European Regional Development Fund (ERDF) RTI2018-093791-B-C21 (MCIU, AEI/FEDER, UE).