Abstract
Purpose: This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption. Design/methodology/approach: The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model. Findings: The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals. Originality/value: This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.
Original language | English |
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Pages (from-to) | 615-648 |
Number of pages | 34 |
Journal | Young Consumers |
Volume | 24 |
Issue number | 5 |
DOIs | |
Publication status | Published - 4 Sept 2023 |
Keywords
- Consumers’ attitudes towards cereal consumption
- Health consciousness
- Hedonic eating values
- Perceived nutrition of cereals
- Utilitarian eating values
ASJC Scopus subject areas
- Economics, Econometrics and Finance (miscellaneous)
- Life-span and Life-course Studies