The package label is an important factor to be evaluated, for constituting the first contact of the product with the consumer, which may exert influence on the purchase intention. Thus, this study identified and evaluated the importance of front label attributes of a new functional beverage made from cashew nut added with mango juice on consumers' purchase intention; it also evaluated the influence of consumers' attitudinal issues regarding functional foods on the importance of these attributes to the attitude of buying the beverage. Focus group methodology was used to assess which front label attributes of the product are important in the choosing process. The combination of attributes and their levels was used to develop 18 labels, which were analyzed by consumers in relation to their buying intention. The results were analyzed by conjoint and cluster analysis. The most relevant qualitative information on the purchase intention process of the cashew nut beverage highlighted by the focus groups were the illustration, the nutritional information (0% lactose and 0% cholesterol), and the term "prebiotic" with its functional claim. According to the conjoint analysis, the illustration was the attribute with more influence on the consumers' purchase intention concerning this product, revealing the consumers' preference for the image of the cashew nut standing alone on the label. Nutritional information and the term prebiotic and its functional claim had a positive impact, but were considered of low importance. Regarding the attitudinal factors involving functional foods there was no significant difference among the three groups of consumers.

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使用联合分析评估标签属性对腰果功能饮料购买意愿的影响

包装标签是一个重要的评价因素，是产品与消费者的第一次接触，可能对购买意愿产生影响。因此，本研究确定并评估了由腰果和芒果汁制成的新型功能性饮料的正面标签属性对消费者购买意愿的重要性；它还评估了消费者对功能性食品的态度问题对这些属性对购买饮料态度的重要性的影响。焦点小组方法用于评估产品的哪些正面标签属性在选择过程中很重要。属性及其级别的组合被用于开发 18 个标签，由消费者对其购买意图进行分析。结果通过联合分析和聚类分析进行分析。焦点小组强调的腰果饮料购买意向过程中最相关的定性信息是插图、营养信息（0% 乳糖和 0% 胆固醇）以及具有功能声明的“益生元”一词。根据联合分析，插图是对消费者对该产品的购买意愿影响较大的属性，揭示了消费者对腰果单独出现在标签上的形象的偏好。营养信息和术语益生元及其功能声称具有积极影响，但被认为重要性较低。