The halo effect of biofortification claims on taste inference and purchase intention

• Published in: British food journal (1966) Vol. 123; no. 9; pp. 2979 - 2995
• Main Authors: Chen, Tong, Gabrielyan, Gnel, Shimizu, Mitsuru, Qing, Ping
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 30.09.2021; Emerald Group Publishing Limited
• Subjects: Carotene; Cassava; Consumers; Corn; Crops; Developing countries; Food; Food products; Genetically altered foods; Halo effect; Hypotheses; Inference; Influence; LDCs; Malnutrition; Nutrition; Nutritive value; Preferences; Rice; Social responsibility; Taste; Vitamin A; Willingness to pay; Zinc; β-Carotene; Halo effect; Taste inference; Biofortification claims; Purchase intention

PurposeThe purpose of this research is to investigate how biofortification claims impact consumer food taste inference and purchase intention. Based on the halo effect, the authors propose that food products with biofortification claims are inferred to taste better than regular foods. Due to this in...