Healthy eating as a trend: consumers' perceptions towards products with nutrition and health claims
PDF (Português (Brasil))

How to Cite

Duarte, P., Teixeira, M., & Costa e Silva, S. . (2021). Healthy eating as a trend: consumers’ perceptions towards products with nutrition and health claims. Review of Business Management, 23(3).


Purpose – The number of food products containing nutritional or health claims, such as added calcium for stronger bones, has been increasing. Accordingly, we aimed to understand consumers' perceptions towards products that are considered to be healthier and to know how these perceptions affect their purchase intentions.

Theoretical framework – Based on consumer perception theory and how consumers process and interpret information, we sought to better understand consumer behavior in relation to the use of nutrition claims in marketing communication.

Design/methodology/approach – A survey was conducted via an online questionnaire and responses were obtained from 477 Portuguese consumers.

Findings – The results show that the most relevant characteristics when purchasing food are price and taste. However, the addition of a claim can increase purchase intentions.

Practical & social implications of research – The reasons behind the new offerings by the food industry are related to the growing demand from individuals for products aimed at improving their health status, which has been deteriorating due to factors such as sedentary lifestyles, longer life expectancy, and a poor diet in terms of nutrition. It is important to know if these claims translate into effective changes in purchasing behavior.

Originality/value – The results lead to the conclusion that claims are important in the food choices of the Portuguese respondents, who are less keen on "light" and "lean." When it comes to using claims in communication, in Portugal, it is always better to use a direct, transparent, and rigorous approach; otherwise the consumer will not be induced to buy.

Keywords – consumer behavior, nutrition claims, health claims, food, health perception.
PDF (Português (Brasil))

If a paper is approved for publication, its copyright has to be transferred by the author(s) to the Review of Business Management – RBGN.

Accordingly, authors are REQUIRED to send RBGN a duly completed and signed Copyright Transfer Form. Please refer to the following template: [Copyright Transfer]

The conditions set out by the Copyright Transfer Form state that the Review of Business Management – RBGN owns, free of charge and permanently, the copyright of the papers it publishes. Although the authors are required to sign the Copyright Transfer Form, RBGN allows authors to hold and use their own copyright without restrictions.

The texts published by RBGN are the sole responsibility of their authors.

The review has adopted the CC-BY Creative Commons Attribution 4.0 allowing redistribution and reuse of papers on condition that the authorship is properly credited.