Green Products Purchase Intention in Chilean Consumers: Comparing Three Models Using Structural Equations / Intención de Compra de Productos Ecológicos en Consumidores Chilenos: Comparación de Tres Modelos por Ecuaciones Estructurales

Abstract The objective of this study was to compare three models: the theory of reasoned action (TRA), the theory of planned behavior (TPB), and its extended form (ETPB), to predict the intention of Chilean consumers for purchasing green products. Five hundred people were surveyed, establishing an inter-rater reliability analysis, and a discriminant, convergent and construct validity using three structural equation models (SEM). The results showed that the ETPB model is useful to explain the consumption behavior intention for green products based on a triple bottom line, whose main contribution is the indirect effect of EC on the model. The study found that of the three variables, PBC was the strongest predictor of purchase intention, followed by attitude. In conclusion, both the ETPB model and the green products purchase intention instrument contribute to broaden the studies about consumer behavior in sustainable marketing in Chile.

Resumen El objetivo del presente estudio fue comparar los modelos de teoría de acción razonada (TAR), teoría de comportamiento planificado (TCP) y su forma extendida (TCPE), para predecir la intención de compra de productos ecológicos en consumidores chilenos. Se encuestaron 500 personas y se estableció un análisis de fiabilidad interjuez, validez discriminante, convergente y de constructo a través de modelos de ecuaciones estructurales (SEM). Los resultados señalan que el modelo TCPE es útil para explicar la intención de comportamiento de consumo ante productos verdes con base en una triple línea de fondo, cuya principal contribución es el efecto indirecto de PA sobre el modelo. De las tres variables, se evidencia que el CCP era la predictora más fuerte de la intención de compra, seguida de la actitud. En conclusión, tanto el modelo TCPE como el instrumento de intención de compra de productos verdes contribuyen a la ampliación de estudios sobre el comportamiento del consumidor en marketing sustentable en Chile.

Percepción de engaño en la publicidad durante las promociones del "Buen Fin" en millennials de la Ciudad de México / Millennials' perception of advertisement deception during "Buen Fin" promotions in Mexico City

Resumen El engaño en la publicidad es una práctica que ha ido en aumento para lograr la venta de productos y servicios e implica un asunto ético. El objetivo del presente trabajo fue examinar la relación del escepticismo en la publicidad del "Buen Fin" y la percepción de engaño en dicha publicidad y su efecto en la actitud hacia la misma, la credibilidad en los anuncios y la intención de compra de los millennials. Se realizó una investigación cuantitativa, explicativa y transversal a 392 millennials radicados en la Ciudad de México. Los resultados mostraron que, efectivamente, el escepticismo en la publicidad del "Buen Fin" incrementará la percepción de engaño en la misma y ambos parámetros influirán negativamente en forma indirecta en la intención de compra, ya que la confiabilidad en el producto queda en duda.

Abstract Deception in advertising is a practice that has been increasing to achieve the sale of products and services and involves an ethical issue. The objective of this work was to examine the relationship of skepticism and the perception of deception in the advertising of "Buen Fin" and its effect on the attitude, credibility on advertisements, and purchase intention of millennials. A quantitative, explanatory and cross-sectional research was conducted on 392 millennials living in Mexico City. The results showed that, indeed, skepticism on "Buen Fin" advertising will increase deception perception and both parameters will negatively influence indirectly purchase intention, since the reliability of the product is in doubt.

Influencia de los anuncios publicitarios en redes sociales en la respuesta emocional y la intención de compra de bebidas lácteas funcionales / Influence of advertisement on social networks, in the emotional response and the intention or purchase of functional milk drinks

Resumen En la actualidad, la salud, el bienestar y la estética son relevantes para los consumidores y se ven inmersos en la publicidad a través de las redes sociales. El presente estudio tiene como objetivo determinar la relación entre los anuncios publicitarios vistos a través de redes sociales, la respuesta emocional y la intención de compra de bebidas lácteas funcionales en jóvenes universitarios entre 18 y 35 años de la ciudad de Bogotá, Colombia. La metodología es de tipo cuantitativo, a través de un diseño cuasiexperimental de un grupo control, con medición pretest/postest, a partir de la aplicación de una escala de actitudes y de la toma de registros de electromiografía para las variaciones en la respuesta emocional, tomando como variable independiente los anuncios publicitarios vistos en las redes sociales Instagram y Facebook. Los resultados confirman la relación entre el contenido del anuncio publicitario y la intención de compra de bebidas lácteas funcionales. Se identifican dos tipos de consumidores, aquellos que basan sus decisiones de consumo en argumentos médicos y científicos, y los influenciados por las redes sociales, con premisas fundamentadas desde lo intuitivo, en el poder que ejercen los grupos de seguidores, el número de likes y la influencia de la tecnología.

Abstract Currently, health, wellness and aesthetics are relevant for consumers and are immersed in advertising through social networks. With regard to food and especially the consumption of functional milk drinks, advertising has specialized in transmitting a series of messages providing nutritional benefits of these products to improve the quality of physical and mental life in consumers, mainly acting as an adjuvant in digestive, immune, and cardiovascular systems. In correspondence with the above, the advertising of the registered trademarks of these beverages, supported by social networks such as Facebook and Instagram, is immersed in a set of dualities associated with self-gratification and pleasure for the functional food consumed; and, on the other hand, in the formation of premises and subjective beliefs, associated with feelings of guilt and displacement against the excessive consumption of calories and fats that are normally stipulated by medical societies and the same market, to encourage the consumption of these drinks. The purpose of this study is to determine the relationship between the advertisements seen through social networks, the emotional response and the intention of purchase of functional milk drinks in university students between the ages of 18 and 35 in the city of Bogotá, Colombia. The methodology was quantitative, through a quasi-experimental design of a control group, with young students participating from a private university in Bogotá, with pre and post-test measurement, based on the application of an attitude scale, who asked about beliefs and attitudes oriented to the properties of functional milk drinks, knowledge and associated buying and consumption behaviors. Electromyography records were taken, with the support of the biofeedback software, to verify the variations in the emotional response, taking as an independent variable the ads seen in the social networks of Instagram and Facebook. The analysis of the results was carried out through the Functional Data Analysis for the understanding of the behavior of the electromyographic signals and the registered emotional variations, and the Confirmatory Factor Analysis, to establish the relationships between the purchase intention and the announcements in the networks social, with support of statistical software R 3.5.3. The results confirm the influence that the ads seen on social networks have on the variations in the emotional response of the consumer of functional milk drinks. These results are consistent with the technical and empirical postulates that pose the role of facial expression of emotions as an indicator of adaptation to environmental conditions and the demands of the digital medium. With reference to the content of the public announcement as a determining factor in the intention to buy functional milk drinks, two types of consumers were identified, those who base their consumption decisions based on medical and scientific premises, and consumers influenced by social networks. The arguments are based on the intuitive, the power exerted by the groups of followers, the number of likes and the influence of technology. From this point of view, the planned action of the behaviors involved in the purchase intention is influenced by social networks and the information exposed through them, configuring normative beliefs and motivational aspects with a representative nutritional hedonic value.

Etapas de cambio en alimentos con etiquetado frontal de advertencia / Stages of change in foods with front warning labeling

Los datos en Chile demuestran el efecto que causa la mala alimentación y sus consecuencias. Considerando los problemas alimentarios, el 26 de junio de 2016, la Ley 20.606, entró en vigencia. Determinar el estado de cambio en la intención de compra de alimentos con sello de advertencia en la tercera etapa de la ley. Estudio descriptivo transversal en población chilena, de ambos sexos, entre 18 y 59 años de edad, en usuarios frecuentes de internet. Los datos se obtuvieron a través de una encuesta creada y validada mediante el método de Lawshe, la cual contiene un total de 45 preguntas, en las que se plantea, ¿qué nivel de confianza siente el participante para realizar un cambio? y ¿Cuán importante es para el realizar ese cambio?. Se analizaron 545 encuestas a nivel nacional, el 59,8% corresponde a mujeres, del total de personas el 52,1% es mayor de 30 años de edad. Respecto a la compra de alimentos con sello según sexo, se observa que hay diferencias significativas en la compra de galletas, papas fritas y bebidas azucaradas, en todos los casos los hombres presentan una mayor resistencia al cambio que las mujeres. Pese a que todos los alimentos se encuentran en contemplación, hay diferencias significativas en el puntaje en galletas y bebidas azucaradas y papas fritas en los hombres, respecto a la edad, hay diferencias en todos los alimentos. Al comparar por estado nutricional se observan diferencias significativas en bebidas, galletas, papas fritas y chocolates, en obesidad. Los hombres presentan una mayor resistencia al cambio, por otro lado, se observa que la intención de compra de todos los alimentos se encuentra en contemplación sin embargo hay diferencias en todos los alimentos.

Data in Chile demonstrate the effect caused by poor diet and its consequences. Considering food problems, on June 26, 2016, Law 20,606 came into force. To determine the status of change in the intention to purchase food with a warning labels in the third stage of the law. Cross-sectional descriptive study in a Chilean population, of both sexes, between 18 and 59 years of age, in frequent Internet users. The data were obtained through a survey created and validated using the Lawshe method, which contains a total of 45 questions, in which it is asked, what level of confidence does the participant feel to make a change? And how important is it for making that change?. 545 surveys were analyzed at the national level, 59.8% correspond to women, of the total number of people 52.1% are over 30 years of age. Regarding the purchase of food stamped by sex, it is observed that there are significant differences in the purchase of cookies, French fries and sugary drinks, in all cases men present a greater resistance to change than women. Although all foods are in contemplation, there are significant differences in the score in cookies and sugary drinks and French fries in men, with respect to age, there are differences in all foods. When comparing by nutritional status, significant differences are observed in beverages, cookies, French fries and chocolates, in obesity. Men present greater resistance to change, on the other hand, it is observed that the intention to purchase all foods is in contemplation, however there are differences in all foods.

Determinants of the theory of planned behavior of consumer related to intention to purchase of organic vegetables / Determinantes da teoria do comportamento planejado do consumidor relacionados à intenção de compra de hortaliças orgânicas

The Brazilian consumers have expanded their purchases of organic products. However, little is known about these consumers' purchase behavior. Considering the Theory of Planned Behavior, was aimed at this study to evaluate the positive influence of attitude, subjective norms and perceived behavior control in the decision to buy organic vegetables and to evaluate the causal relationships of these variables in the intention to buy vegetables in function of the sociodemographic characteristics of the consumer. During the purchase process, 472 people were interviewed using a questionnaire. The structural equation modeling with the partial least squares method was used to test the relationships proposed in the specific objectives, among the latent variables, attitude, subjective norm, perceived control and uncertainty, predictive of purchase intention. The results indicate that the latent predictive variables influence positively the intention to purchase, unless the perceived uncertainty that the higher this is, the less will be the intention to purchase. Regarding the socioeconomic variables, only the groups targeted in the level of schooling and family income showed significant differences for the relationship between the subjective norms and purchase intention, and for the group age range, the relation between perceived uncertainty and purchase intention.

O consumidor brasileiro tem ampliado as suas compras de produtos orgânicos. No entanto, muito pouco se conhece sobre o comportamento de compra desses consumidores. Considerando a Teoria do Comportamento Planejado, o objetivo deste estudo foi o de avaliar a influência positiva da atitude, das normas subjetivas e do controle de comportamento percebido na decisão de compra de hortaliças orgânicas e avaliar os relacionamentos causais destas variáveis na intenção de compra de hortaliças orgânicas em função das características sociodemográficas do consumidor. Foram entrevistados 472 pessoas, durante o processo de compra, por meio da aplicação de um questionário. A modelagem de equações estruturais com o método de mínimos quadrados parciais foi utilizada para testar as relações propostas nos objetivos entre as variáveis latentes atitude, norma subjetiva, controle e incerteza percebida, preditivas da intenção de compra. Os resultados indicaram que as variáveis latentes preditas influem positivamente à intenção de compra, salvo a incerteza percebida que quanto maior for esta, menor será a intenção de compra. Em relação às variáveis socioeconômicas, apenas os grupos segmentados do nível de escolaridade e faixa de renda familiar apresentaram diferenças significativas para o relacionamento entre a norma subjetiva e intenção de compra, e para o grupo faixa de idade, a relação entre incerteza percebida e intenção de compra.

Caracterização sensorial de ovos de codorna submetidos a diferentes processos de conservação / Sensorial characterization of quail eggs submitted to different conservation processes

Objetivou-se avaliar a aceitação sensorial e a intenção de compra de três diferentes conservas de ovos de codorna. Foram avaliados três tratamentos/ formulações de conserva de ovos de codorna: Tratamento1 - (vinagre e sal); Tratamento 2 ­ Vinagre, sal e azeite; Tratamento 3 ­ Defumação. Foram realizados dois testes sensoriais das conservas armazenadas por sete e 28 dias, todas mantidas sob temperatura ambiente. Aplicou-se o teste de aceitabilidade e de intenção de compra para no mínimo 50 julgadores não treinados em cada teste, com avaliação dos atributos, cor, odor, sabor e aceitação global, por meio de uma escala hedônica estruturada mista de 9 pontos e julgamento da intenção de compra do produto com escala variando de 1- decididamente não compraria a 5 ­ decididamente compraria. Verificou- se diferença (p<0,05) em ambos os períodos para todos os atributos avaliados (cor, sabor, aroma e impressão global) e intenção de compra, com exceção do primeiro período (7 dias) em que não houve diferença (p>0,05) para o atributo cor. Os ovos de codornas submetidos à defumação obtiveram 73 e 92% da preferência dos provadores (notas de 6 a 9) e grande parte dos provadores (60 e 70%) alegaram que comprariam ovos de codorna defumados em conserva estocados por sete e 28 dias, respectivamente. O processo de defumação confere aos ovos de codorna alta aceitação sensorial, com excelentes índices de aprovação nos atributos avaliados, especialmente quando estocados por 28 dias.(AU)

It was aimed to evaluate the sensorial acceptance and purchase intention from three different canning quail eggs. It were evaluated three treatment / formulation of canning quail eggs: Treatment 1: vinegar and salt; Treatment 2: vinegar; Treatment 3: smoking. It were performed two sensory testing with the canning stored for 7 and 28 days, kept under ambient temperature. It was performed sensorial acceptance and purchase intention tests with at least 50 judging individuals without training, evaluating attributes, color, odor, taste and general acceptance, through a mixed structured hedonic scale of 9 points and purchase intention judging with a scale ranging from 1 ­ it would definitely buy and 5- it wouldn't definitely buy. There was difference (p<0,05> in both periods of time for all the evaluated attributes (color, taste, odor and general acceptance) and purchase intention, except for the first period of time (7 days) which there was not difference (p>0,05) for the color attribute. Smoked quail eggs obtained 73 and 92% preference of thejudging individuals (grade 6 to 9) and most of the individuals (60 and 70%) related that would purchase smoked quail eggs stored for 7 and 28 days, respectively. The smoking process conferred high sensorial acceptance to the quail eggs, with excellent approval rate of the evaluated attributes, mainlywhen stored for 28 days.

Efectos en la intención de compra de pirelli mediante el patrocinio deportivo en el world superbike / Effects on the pirelli`s purchase intention through sports sponsorship at the world superbike / Efeitos na intenção de compra de pirelli mediante o patrocínio esportivo no world superbike

En los últimos años, el patrocinio deportivo se ha convertido en una importante industria mundial, como parte integrada de la estrategia de comunicación dentro del departamento de marketing de las corporaciones. Eventos deportivos como World Superbike (SBK), se conciben como muy atractivos en dicha estrategia de patrocinio. Esta investigación analiza el efecto en la intención de compra de la marca Pirelli, a partir de su estrategia de patrocinio de SBK, mediante la administración de un cuestionario a 140 asistentes a la penúltima prueba del circuito de 2015, celebrada en Jerez (España). Los resultados muestran una intención de compra de un 80% a favor. Se ha encontrado una asociación entre la actitud hacia el evento, y el conocimiento de las marcas patrocinadoras, así como entre la actitud hacia el evento y la actitud frente a Pirelli. Por otro lado, no se han encontrado variables predictoras para la intención de compra.

In recent years, sports sponsorship has become an important global industry, as an integrated part of the communication strategies within the marketing department of corporations. Sports events like World Superbike are conceived as very attractive in this sponsorship strategy. This research analyzes the effect on the purchase intention of the Pirelli brand based its SBK sponsorship strategy; by administering a questionnaire to 140 attendees to the 2015 penultimate circuit test held in Jerez (Spain). The results show a purchase intention of 80% in favor. An association between the attitude towards the event and the knowledge of the sponsoring brands has been found, as well as, between the attitude towards the event and the attitude towards Pirelli. On the other hand, no predictor variables have been found for the purchase intention.

Nos últimos anos o patrocínio esportivo converteu-se em uma importante indústria mundial, como parte integrada da estratégia de comunicação dentro do departamento de marketing das corporações. Eventos esportivos como World Superbike concebem-se como muito atraentes em dita estratégia de patrocínio. Esta investigação analisa o efeito na intenção de compra da marca Pirelli a partir de sua estratégia de patrocínio de SBK, mediante a administração de um questionário a 140 assistentes à penúltima prova do circuito de 2015 celebrada em Jerez (Espanha). Os resultados mostram uma intenção de compra de 80% a favor. Encontrou-se uma associação entre a atitude para o evento e o conhecimento das marcas patrocinadoras, bem como entre a atitude para o evento e a atitude em frente à Pirelli. Por outro lado, não se encontraram variáveis reveladoras para a intenção de compra.

The Understanding of, and Attitude towards Bakery Food Labeling and Their Effects on Consumer Purchase Intention - The Moderating Role of Health Consciousness -

This study examined the awareness, understanding, attitudes, and purchase intention regarding food labeling on bakery products in the context of health consciousness. The purpose of the study was to provide basic data for bakery product labeling, which has been insufficient to date, and to develop measures to expand the labeling system. The results of the study showed that higher subjective understanding and better attitude towards bakery food labeling can positively increase the purchase intention. We believe that the bakery industry needs to promote food labeling proactively, while also developing products addressing health concerns. This study is also valuable to academia because it provides insights into the relationship between the consumer's understanding of and attitudes towards nutritional information and purchase intention. In addition, it is beneficial to the bakery industry because it establishes marketing strategies that increase the purchase intent among both consumers with high health consciousness and those who infrequently purchase baked goods.

Consumer perceptions on sustainable practices implemented in foodservice organizations in Korea

BACKGROUND/OBJECTIVES: Sustainable practices in foodservice organizations including commercial and noncommercial ones are critical to ensure the protection of the environment for the future. With the rapid growth of the foodservice industry, wiser usage of input sources such as food, utilities, and single use packaging should be reconsidered for future generations. Therefore, this study aims to investigate the customer's perceptions on sustainable practices and to identify the relationship among sustainable practices, social contribution and purchase intention. SUBJECTS/METHODS: The study was conducted using content analyses by reviewing articles on sustainable food service practices published domestically and abroad. Thereafter, data were collected with a face-to-face survey using a questionnaire and analyzed with factor analyses and multiple regressions. RESULTS: Sustainable practices classified with factor analysis consisted of 6 dimensions of green food material procurement, sustainable food preparation, green packaging, preservation of energy, waste management, and public relations on green activity, with a total of 25 green activities in foodservice operations. Consumers were not very familiar with the green activities implemented in the foodservice unit, with the lowest awareness of "green food material procurement (2.46 out of 5 points)", and the highest awareness of "green packaging (3.74)" and "waste management (3.28). The factors influencing the perception of social contribution by foodservice organizations among 6 sustainable practice dimensions were found to be public relations on green activity (beta = 0.154), waste management (beta = 0.204) and sustainable food preparation (beta = 0.183). Green packaging (beta = 0.107) and the social contribution of the foodservice organization (beta = 0.761) had strong relationships with the image of the organization. The purchase intentions of customers was affected only by the foodservice image (beta = 0.775). CONCLUSIONS: The results of this study suggest that sustainable practices by foodservice organization present a good image to customers and increase the awareness of valuable contributions that benefit the customer as well as the community.

Usefulness, Attitude for Using and Purchase Intention on Food Labeling of Housewives and University Students / 대한지역사회영양학회지

The purpose of this study was to examine the usefulness, attitude for using on food labeling such as nutrition labeling, organic food labeling and food additives labeling, and purchase intention in Korean housewives and university students. A total of 320 subjects participated in study from October to November in 2008. They answered to developed questionnaire and 300 subjects (149 housewives, 151 students) completed all questions. The statistical analyses were performed using by SPSS 17.0 package program. The rates of checking the nutrition labeling, organic food labeling and food additives labeling were 57.3%, 57.2% and 63.3%, respectively. Comparing housewives with university students, housewives showed significantly more positive usefulness, attitude for using, purchase intention in some questions about nutrition labeling, organic food labeling and food additives labeling (p < 0.05). Subjects who checked each food labeling on purchasing had more positive usefulness, attitude for using and purchase intention in all questions (p < 0.01). For nutrition labeling and organic food labeling, usefulness (each value of beta was 0.362, 0.354) and attitude for using (each value of beta was 0.336, 0.301) were independent factors for purchase intention (p < 0.001). For food additives labeling, only usefulness had an effect on purchase intention. In conclusion, usefulness, attitude for using food labeling and purchase intention were different between housewives and university students. Moreover, usefulness and attitude for using food labeling affected positively on purchase intention.

Structural Modeling of Quality, Satisfaction, Value and Purchase Intention in Health Care Service / 예방의학회지

OBJECTIVES: To determine the relationships among quality, satisfaction, value and purchase intention in health care service. METHODS: The data were gathered from out-patients who had used hospital services. They were asked to assess service quality, satisfaction, service value, and purchase intention. A total of 557 usable questionnaires were gathered. The data were analyzed using SAS version 6.12. The analytic methods employed in the study were confirmatory analysis and covariance structural analysis. RESULTS: Service quality exhibited a significant and positive relationship with satisfaction, service value, and purchase intention. Furthermore, satisfaction had a significant and positive relationship with purchase intention. And finally, service value had a significant and positive relationship with both satisfaction and purchase intention. Based on these findings, it is evident that satisfaction was a mediator between service quality and purchase intention. Also service value played a mediating role between service quality and satisfaction. CONCLUSIONS: These results suggest that service quality is an antecedent of satisfaction and service value, and exerts a stronger influence on purchase intentions than satisfaction and service value do. Thus, managers may need to emphasize service quality in health care.