Determinants of Intentions to Purchase Unhealthy Food and Beverage Options: A Dual-Process Theoretical Perspective
2015
Sierra, Jeremy J. | Taute, Harry A. | Turri, Anna M.
Research evinces that both cognitions and emotions illuminate consumer decision-making processes; however, quantitative examination of such factors concomitantly as antecedents (i.e., dual-process theory) of unhealthy food and beverage purchases is deficient. To address this research fissure, survey data from undergraduate business students (N = 268) at a southwest U.S. university were collected during regularly scheduled classes to help explain corn-fed beef and soft drink purchase processes. Specifically, self-expression via food consumption, organic food brand tribalism, nutrition seeking, attitude toward the corn sweetener industry, and emotional response toward ranchers that raise their cattle on a corn diet, among others, were modeled as determinants of intentions to purchase corn-fed beef and soft drinks. Data collected for this model support dual-process theory in a food and beverage consumption context; mediating factors are also uncovered. Implications and future research directions are offered.
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