Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response

Pedro Cuesta-Valiño, Pablo Gutiérrez Rodríguez and Estela Núñez-Barriopedro
Additional contact information
Pedro Cuesta-Valiño: Department of Economics and Business Management, University of Alcalá, 28802 Alcalá de Henares, Spain
Pablo Gutiérrez Rodríguez: Department of Business Administration, University of León, 24071 León, Spain
Estela Núñez-Barriopedro: Department of Economics and Business Management, University of Alcalá, 28802 Alcalá de Henares, Spain

IJERPH, 2020, vol. 17, issue 18, 1-20

Abstract: The growing concern for health is currently a global trend, so promoting healthy products is an opportunity that companies can exploit to differentiate their products in highly competitive markets. The purpose of this research is to examine the antecedents of social media advertising value and their consequences for attitudes to healthy food and intentions to consume it, in a representative sample of Spanish consumers. The theory of Ducoffe’s advertising value model was used as a conceptual framework for the antecedents of attitudes based on utilitarian and hedonic values. To achieve this objective, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of the Spanish population with 2023 valid questionnaires. The Partial Least Square (PLS) method was applied to test the hypothesized relationships and predictive variables. The result of this research allows us to determine which variables influence the consumer’s response, as measured by intention, motivated by the consumer’s attitude to the value of healthy food, as influenced by the advertising value on social networks. Furthermore, the findings show that, for advertising healthy food on social networks to be valuable, it must be credible and richly informative.

Keywords: healthy food; social media advertising; attitude; intention; consumer response; utilitarian value; hedonic value; social networks (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/1660-4601/17/18/6463/pdf (application/pdf)
https://www.mdpi.com/1660-4601/17/18/6463/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:17:y:2020:i:18:p:6463-:d:409190

Access Statistics for this article

IJERPH is currently edited by Ms. Jenna Liu

More articles in IJERPH from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().