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ORIGINAL RESEARCH article

Front. Nutr.
Sec. Food Policy and Economics
Volume 11 - 2024 | doi: 10.3389/fnut.2024.1511205

Trust in nutrition, subjective norms and urban consumers' purchase behavior of quinoa products: Explanation based on preference heterogeneity

Provisionally accepted
Chan Wang Chan Wang 1Xiaoyan Fu Xiaoyan Fu 1CAIXIA LI CAIXIA LI 1Zengjin Liu Zengjin Liu 1*Shanshan Wang Shanshan Wang 2Tinggui Chen Tinggui Chen 2Lei Jia Lei Jia 1
  • 1 Shanghai Academy of Agricultural Sciences, Shanghai, Shanghai Municipality, China
  • 2 Shanghai Ocean University, Shanghai, Shanghai Municipality, China

The final, formatted version of the article will be published soon.

    With the increase of disposable income and the awakening of health consciousness of Chinese residents, higher requirements have been put forward for the nutritional value of food. To meet the market demand and promote the high-quality development of the whole quinoa industry chain, this study aimed to analyze the purchase behavior of quinoa from the aspects of nutritional trust and subjective norms. Based on 1078 micro-survey data from 16 administrative districts in Shanghai, this paper empirically examined the influence of trust in nutrition and subjective norms on consumers' purchase behavior and willingness to pay of quinoa products, and further investigated the moderating effect of preference heterogeneity. Results show that 38.22% of respondents have purchased quinoa products. Trust in nutrition and subjective norms can not only promote their purchasing behavior, but also improve consumers' willingness to pay for quinoa products.The analysis of the moderating effect shows that both the purchase behavior and the willingness to pay are affected by the preference heterogeneity, and the cognitive preference will weaken the positive influence of subjective norms on the purchase behavior, while the nutritional preference of consumers can strengthen the positive influence of trust in nutrition on the willingness to pay. Therefore, this paper suggests that strengthens research and development of products market oriented, implements certification and labeling schemes for nutrition and other properties of products, intensifies publicity and promotion of products to enhancing consumers' awareness of healthy diet.

    Keywords: trust in nutrition, Subjective norms, Quinoa, Purchase behavior, Moderating effect

    Received: 14 Oct 2024; Accepted: 21 Nov 2024.

    Copyright: © 2024 Wang, Fu, LI, Liu, Wang, Chen and Jia. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: Zengjin Liu, Shanghai Academy of Agricultural Sciences, Shanghai, Shanghai Municipality, China

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.