The Role of Perceived Benefits, Barriers, and Susceptibility in Free-From Gastronomy: A Health Belief Model Perspective
Abstract
This study examines the key factors influencing consumer purchase intentions for free-from gastronomic products, focusing on the roles of perceived benefits, perceived barriers, and perceived susceptibility. The study applies the Health Belief Model (HBM) to explore how perceived susceptibility mediates the effect of perceived benefits on purchase intentions, while perceived barriers moderate this relationship. A quantitative research approach was adopted, utilizing a cross-sectional survey of 386 health-conscious consumers. Data were analyzed using Structural Equation Modeling (SEM) to test the direct, indirect (mediation), and interaction (moderation) effects. The results reveal that perceived benefits alone do not significantly influence purchase intentions; however, this relationship becomes significant when mediated by perceived susceptibility. Consumers who perceive themselves as at risk of diet-related health issues (e.g., diabetes, gluten intolerance) are more likely to purchase free-from products. Perceived barriers significantly moderate this relationship, such that consumers with higher perceived barriers (e.g., concerns about taste, price, and availability) are less likely to translate perceived benefits into purchase behavior. This study extends the HBM by demonstrating that perceived susceptibility plays a crucial mediating role in consumer food choices, particularly in the context of health-conscious purchasing behaviors. It also highlights the importance of barrier-reduction strategies in promoting free-from products. Marketers should emphasize health risk reduction messaging to increase perceived susceptibility, while simultaneously addressing price, taste, and availability concerns to mitigate perceived barriers. Strategies such as flavor innovations, affordability measures, and expanded distribution can enhance consumer adoption of free-from products. This study integrates HBM constructs into consumer behavior research, offering a novel approach to understanding psychological drivers of free-from product consumption. The findings provide practical recommendations for businesses and policymakers seeking to promote health-oriented food choices.
Keywords
Consumer behavior , nutritional marketing , wellness trends , clean label products , free-from gastronomy
References
- Anthony, L. A. (2023, April 17). 20 free marketing ideas for small businesses. NerdWallet. https://www.nerdwallet.com/article/small-business/free-marketing-ideas?utm_source=chatgpt.com
- Aschemann-Witzel, J., Varela, P., & Peschel, A. O. (2019). Consumers’ categorization of food ingredients: Do consumers perceive them as ‘clean label’producers expect? An exploration with projective mapping. Food quality and preference, 71, 117-128. https://doi.org/10.1016/j.foodqual.2018.06.003
- Ben Hassen, T., El Bilali, H., & Allahyari, M. S. (2020). Impact of COVID-19 on food behavior and consumption in Qatar. Sustainability, 12(17), 6973. https://doi.org/10.3390/su12176973
- Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606. https://doi.org/10.1037/0033-2909.88.3.588
- Block, L. G., & Keller, P. A. (1995). When to accentuate the negative: The effects of perceived efficacy and message framing on intentions to perform a health-related behavior. Journal of marketing research, 32(2), 192-203. https://doi.org/10.1177/002224379503200206
- Champion, V. L. (1984). Instrument development for health belief model constructs. Advances in nursing science, 6(3), 73-85.
- Champion, V. L. (1993). Instrument refinement for breast cancer screening behaviors. Nursing research, 42(3), 139-143.
- Chen, M. F. (2011). The joint moderating effect of health consciousness and healthy lifestyle on consumers’ willingness to use functional foods in Taiwan. Appetite, 57(1), 253-262. https://doi.org/10.1016/j.appet.2011.05.305
- Dimidi, E., Kabir, B., Singh, J., Ageridou, A., Foster, C., Ciclitira, P., ... & Whelan, K. (2021). Predictors of adherence to a gluten-free diet in celiac disease: Do knowledge, attitudes, experiences, symptoms, and quality of life play a role?. Nutrition, 90, 111249. https://doi.org/10.1016/j.nut.2021.111249.
- Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305