Purpose

This research investigates the effectiveness of the four health claims that the European Union (EU) authorized for extra-virgin olive oil (EVOO) in terms of perceived text clarity, text interestingness, message credibility and information diagnosticity, along with the claims' effect on product attractiveness and consumers' purchase intention.

Design/methodology/approach

An experimental study with 185 participants investigated consumer response to the four claims. A one-way MANOVA analyzed differences in the aforementioned variables, while a sequential mediation model assessed the relationship among perceived text clarity of the EVOO health claims, information diagnosticity, product attractiveness and purchase intention.

Findings

The four EU-authorized health claims differ in terms of perceived text clarity, message credibility, information diagnosticity and product attractiveness. Specifically, the health claim on EVOO polyphenols scored lower than the other three health claims on the aforementioned dependent variables. Importantly, clearer health claims are perceived as more useful and may increase product attractiveness and consumers' purchase intention.

Originality/value

The research sheds light on the effectiveness of EVOO health claims. Since the use of such health claims is not a common practice in the EVOO market, a deeper understanding of consumers' perception and attitude toward them could inspire better guidelines and suggestions for claim usage and improvement.

中文翻译：

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传达初榨橄榄油的健康价值：对消费者对健康主张的回应的调查

目的

这项研究从感知的文本清晰度，文本的趣味性，消息的可信度和信息的可诊断性等方面，研究了欧盟（EU）批准的四种特级初榨橄榄油（EVOO）的健康声明的有效性，以及声明对产品吸引力和消费者的购买意愿。

设计/方法/方法

一项由185名参与者参与的实验研究调查了消费者对这四种说法的反应。单向MANOVA分析了上述变量之间的差异，而顺序调解模型评估了EVOO健康声明的感知文本清晰度，信息诊断性，产品吸引力和购买意愿之间的关系。

发现

欧盟批准的四项健康声明在文字清晰度，信息可信度，信息诊断性和产品吸引力方面有所不同。具体而言，EVOO多酚健康声明的得分低于上述因变量的其他三个健康声明。重要的是，更清晰的健康声明被认为更有用，并且可以增加产品的吸引力和消费者的购买意愿。

创意/价值

该研究揭示了EVOO健康声明的有效性。由于在EVOO市场上使用此类健康声明不是普遍的做法，因此，深入了解消费者对他们的看法和态度可能会激发出更好的准则和建议来使用和改进声明。