Determinants of Intentions to Purchase Unhealthy Food and Beverage Options: A Dual-Process Theoretical Perspective

Abstract

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.

KEYWORDS:

• brand tribalism
• corn-fed beef
• dual-process theory
• expertise
• food consumption
• mediation
• nutrition
• self-expression
• soft drink consumption