Food Values, Benefits and Their Influence on Attitudes and Purchase Intention: Evidence Obtained at Fast-Food Hamburger Restaurants

Héctor Hugo Pérez-Villarreal, María Pilar Martínez-Ruiz, Alicia Izquierdo-Yusta and Carmen María Gómez-Cantó
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Héctor Hugo Pérez-Villarreal: Faculty of Marketing, UPAEP University, Puebla 72410, Mexico
Alicia Izquierdo-Yusta: School of Economics and Business Sciences, University of Burgos, 09001 Burgos, Spain
Carmen María Gómez-Cantó: School of Economics and Business Sciences, University of Castilla-La Mancha, 02071 Albacete, Spain

Sustainability, 2020, vol. 12, issue 18, 1-15

Abstract: This paper analyzes the effects of: (i) Food values on their related benefits (hedonic and utilitarian); (ii) both kinds of benefits on attitudes toward eating hamburgers; and (iii) attitudes on purchase intention. To this end, we adapted the food values scale to the context of fast-food hamburger restaurants. Data were collected from a survey of 512 Mexican consumers and analyzed using structural equation modeling (SEM). The results show that the strongest influences are those exerted by food values, first, on hedonic benefits and, second, on utilitarian benefits. In contrast, the weakest influence is that exerted by utilitarian benefits on attitudes, followed by that exerted by hedonic benefits on attitudes. Among other findings, this study highlights the importance consumers give to the taste and safety of food, as well as the greater importance given to hedonic benefits compared to utilitarian ones. These findings have several important implications for managers in the industry.

Keywords: food values; hedonic benefits; utilitarian benefits; attitudes toward eating hamburgers; purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:18:p:7749-:d:415977

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