Nørgaard, Maria Kümpel4; Sørensen, Bjarne Taulo5; Brunsø, Karen4
1 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 Department of Economics and Business Economics, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
Antecedents of preferences and buying intentions
The purpose of this empirical study was to test 1) which of eight novel healthy snack concepts based on fresh fruit and vegetables that 10 to 16-year old adolescents in Denmark prefer and intend to buy, and 2) which factors explain preferences and buying intentions. Our results revealed that the adolescents are positive in their reported preferences and buying intentions, however with higher preferences than buying intentions. Furthermore, we found that preferences and buying intentions were not solely triggered by the same factors. A shared trait of the models was that being a girl and perceiving high need satisfaction will increase both higher preferences and buying intentions. Nevertheless, preferences will increase the more snacks are perceived as cool and the stronger the peer influence is perceived to be, whereas buying intentions will increase the higher the personal importance of the snack attributes is perceived to be, the higher the willingness to try new snacks among best friends at school and the lower the willingness to try new snacks among other peers outside school. The findings indicate the importance of considering both preferences and buying intentions in future product development processes and sales forecasts. Moreover, it is recommended that marketers first focus their distribution of novel healthy snacks targeted at adolescents on school canteens and later on food stores, as it may be easier to make adolescents buy novel healthy snacks in safe environments among peers such as at school.
Food Quality and Preference, 2014, Vol 33, Issue 1, p. 17-26
Product development; Concept test; Web based survey; Healthy snack concepts; Adolescents; Denmark