Consumer health consciousness and the role of product packaging and attributes in forming purchase intention toward healthy meal boxes
Sheng-Fang Chou, Jeou-Shyan Horng, Chih-Hsing Liu, Tai-Yi Yu, Yung-Chuan Huang, Quoc Phong LaPurpose
This study aims to investigate how health consciousness influences consumers' purchase intention toward healthy meal boxes through a sequential evaluation process involving product packaging and product attributes.
Design/methodology/approach
Anonymous questionnaires were used as the main survey method and data were collected from the perspective of consumers. Structural equation modeling (SEM) was applied to test the proposed mediation and moderation effects.
Findings
The outcomes reveal that health consciousness indirectly affects purchase intention through the crucial mediating effects of product packaging and product attributes. The results also reveal the moderating effects of risk perception, perceived severity and perceived anxiety in different perception stages.
Practical implications
The findings suggest that firms should design packaging that clearly communicates health and safety information to appeal to health-conscious consumers, particularly in high-risk contexts. Emphasizing credible cues such as preservation effectiveness and labeling strategies to reduce consumer anxiety may further facilitate favorable buying decisions.
Social implications
From a societal perspective, this study highlights the importance of effective health-related communication in supporting consumer choices. Clear and accurate packaging information can help consumers better assess health risks and benefits, thereby supporting public health objectives and encouraging safer consumption behaviors.
Originality/value
This study extends the existing health and consumer behavior literature by integrating cognitive (health consciousness, perceptions of product packaging and product attributes) and emotional (risk perception, perceived severity and perceived anxiety) factors into a research model. By simultaneously examining these factors, this study offers a more nuanced understanding of how health-related stimuli are translated into purchasing decisions.