Consumers' perceived value of healthier eating: A SEM analysis of the internalisation of dietary norms considering perceived usefulness, subjective norms, and intrinsic motivations in Singapore

Ronan De Kervenoael, Alexandre Schwob, Rajibul Hasan () and Yak Shu Ting
Additional contact information
Ronan De Kervenoael: ESC [Rennes] - ESC Rennes School of Business
Alexandre Schwob: La Rochelle Business School
Rajibul Hasan: Maynooth University - National University of Ireland Maynooth
Yak Shu Ting: SIM - Singapore Institute of Management

Post-Print from HAL

Abstract: Consumers' internalisation of social norms is at work when they make routine, healthier food choices in everyday contexts. We investigate the dynamics of this phenomenon in Singapore, where over 98% of consumer food products are imported. To study this, we propose, through a consumer perspective (n = 316) via Partial Least Squares Structural Equation Modelling (PLS-SEM), a model that establishes a positive relationship between perceived usefulness, subjective norms, and intrinsic motivations and the perceived value of healthier food. Subjective norms are themselves found to be a function of perceived barriers, facilitating conditions and personal innovativeness. Our framework contributes to establish a shift in the drivers of healthier food choices toward a more socio-culturally grounded decision-making approach that is particularly relevant to understand food consumption. We show that daily food routines (opposing the exceptional healthy food item) are encapsulated in perceived value of healthier eating. The data indicates further that to support healthier food product consumption, both policy makers and food providers must facilitate imported foods that meet quickly changing lifestyle requirements.

Date: 2021-05
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Published in Journal of Consumer Behaviour, 2021, 20 (3), pp.550-563. ⟨10.1002/cb.1884⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-03344709

DOI: 10.1002/cb.1884

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().