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Title:
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EXPLORING THE IMPACT OF DIETARIAN IDENTITY
ON CONSUMER ATTITUDE AND PURCHASE INTENTION |
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Author(s):
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Ana Hungara and Helena Nobre |
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ISBN:
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978-989-8704-63-4 |
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Editors:
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Adriana Backx Noronha Viana and Pedro Isaías |
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Year:
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2024 |
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Edition:
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Single |
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Keywords:
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Online Communities, Dietarian Identity, Purchase Intention, Attitude, Centrality, Public Regard |
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Type:
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Concise |
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First Page:
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67 |
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Last Page:
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70 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Consumers present distinct dietary patterns based on their environmental, ethical and health concerns. Moreover, their
self-reported dietarian identity impacts their behaviour, namely food purchase intention and attitude. This study aims to
understand the impact of dietarian identity on purchase intention and attitude; and the moderating effects of price
consciousness and centrality on the attitude-purchase intention relationship of vegetarian meat substitutes. Moreover, it
compares two groups with distinct dietary patterns omnivores and non-omnivores for these relationships. The findings
demonstrate that objective knowledge significantly influence attitude towards the purchase of plant-based meat alternatives,
particularly among omnivores. Besides, altruistic motivation also has a statistically significant influence on the attitudes of
non-omnivores. Finally, centrality of one's dietarian identity influences the attitude-purchase intention relationship. Future
studies are recommended to test results on a more heterogeneous sample. Moreover, qualitative and quantitative methods
could be combined for a better understanding of consumer motivations. |
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