Browsing by Author "Andrade, Gabriela Oliveira"
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- The impact of health consciousness on consumers’ purchase intention and the mediating effect of ingredients’ awareness : an analysis on ChocolatePublication . Andrade, Gabriela Oliveira; Romeiro, Paulo Alexandre Mendes RamosOver the past few years a dramatic move has taken place in the food industry and people become more and more concerned about their own health. Following this trend, retailers are also taking actions, not just by creating areas in the supermarket dedicated to healthy food products but also having, on the same shelf, the healthy option of the same product. This entire study consists on an investigation about if the health consciousness impacts or not the purchase intention, giving a special attention to the role of the ingredients’ awareness, going deep on sugars. The pushback against sugar comes as, in general, consumers have begun to take a greater interest in what makes up their food and diets. The health conscious took umbrage with not only how much sugar was put into processed food, but also how many products included added sugars. The methodology used for this investigation includes both primary and secondary data, encompassing one survey. Results obtained with this study suggest that Purchase Intention is explained by Health Consciousness as well as by the Ingredients’ Awareness. In addition, Ingredients’ Awareness plays a key role in mediating some of these relationships.