The proportion of older people in Taiwan is going to reach 14% by the year of 2018, which make it become an “aged society.” How to live a healthy life is an important thing to the older people, and safe diet is the most concerned issue to them. Clean labels are an emerging issue and receive a lot of attention from consumers and manufactures in recent years. Surprisingly, little academic research have been discussed and investigated on this issue. Moreover, the effect of clean labels on consumers’ food choices remains unclear and in need of empirical evidence to gain further understanding. The present research aims at exploring the underlying mechanisms how older adults respond to ingredient information with and without clean labels when they evaluate and choose food products. In addition, personality traits are also incorporated to discuss their effects on the relationship between clean labels and consumers’ food product evaluation. The results of the present research indicate that ingredient information with clean labels are more persuasive than those without clean labels because older adults are motivated to process information which is relevant to their health and clean labels indicate that the ingredients of the food product are natural and additive-free. In addition, the results of this article show that older adults’ health knowledge and self-rated health status have moderating effects on the relationship between clean labels and consumers’ food product choice. The findings of the present research could be beneficial to both theoretical and practical implications.
|Effective start/end date||2018/08/01 → 2019/10/31|
- older adults; clean labels; Elaboration Likelihood Model; health knowledge; self-rated health status
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