The effect of emotions on purchase behaviour towards novel foods. An application of Means–End chain methodology

ABSTRACT

This study performs an a priori segmentation of shoppers based on their emotions with respect to two novel food items, one functional the other conventional. Both food types appear to evoke positive emotions in a majority segment of consumers and negative emotions in a minority segment. An analysis of the purchase decision structures of these segments using means–end chain methodology reveals the importance of hedonistic and nutritional qualities in food consumption decisions. In addition, brand emerges as a key factor in the purchase choices of satisfied consumers while quality search and control are key issues for concerned shoppers.

KEYWORDS:

• emotions
• consumer behaviour
• means–end chain
• novel foods

JEL Classification:

• M31

Acknowledgements

The authors are grateful for the support received from the Ministerio de España de Economía y Competitividad (Project number AGL2015-65897-C3-1-R).

Notes

1 The results for factorial analysis were similar.