Purpose

Rates of diseases caused by poor diet have seen no reduction in recent years. In this scenario, nutritional information labels and health claims could play a decisive role in modifying product attitudes and purchase intention (consequently, eating habits). In this frame, the first objective is to analyze the role of three antecedents on attitudes toward nutritional labels and credibility from health claims. These three starting antecedents are as follows: psychological characteristics of the consumer associated with eating disorders, body image attitudes and affective reactions (pleasure and arousal). Second, this paper aims to analyze if both elements (attitudes toward nutritional labels and credibility from health claims) improve (or not) food product attitudes and then, its purchase intention.

Design/methodology/approach

The sample comprised 300 young people between 18 and 25 years old. They provided their opinion about a healthy product by completing a structured and personal questionnaire after inspecting the packaging. Path analysis with partial least squares (PLS) was carried out to test the hypotheses stated.

Findings

First, psychological characteristics associated with eating disorders (self-concept and self-esteem) have a positive significant influence on body image attitudes. Second, attitudes toward their body image have a great effect on the perception that these consumers have about the information provided by healthy food packaging. Insofar as those whose attitudes toward their body image is “damaged” seek in the nutritional label indications that make them feel calm understanding that the food they are going to buy is not harmful to their health. Moreover, credibility from health claims improves positive attitudes toward the nutritional label. On the contrary, those consumers with higher punctuations in body image assigned lower values to those items concerning nutritional information and health claims in the packaging. Third, if attitudes to nutritional information improve, then product attitudes improve too. Fourth, if product attitudes improve, then purchase intention improves too. So, food product managers should be aware of the need to improve product attitudes by working on the packaging (label and claim) to improve purchase intention.

Originality/value

First, although previous literature has investigated individual psychological characteristics related to food disorders in the health area, the study of these specific individual psychological characteristics (ineffectiveness, perfectionism, interpersonal distrust, interceptive awareness, maturity fears), is under-researched in the marketing discipline. Second, to date, different authors have investigated how important the use of credibility from health claims in packaging can be in terms of increasing product attitudes and purchase intention, as well as the development of positive attitudes toward nutritional information on the label. However, the joint study of both information sources in the packaging (credibility from health claims and attitudes toward nutritional labels) remains under-investigated.

中文翻译：

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促进健康消费的营养信息标签和健康声明

目的

近年来，由不良饮食引起的疾病发病率并没有减少。在这种情况下，营养信息标签和健康声明可以在改变产品态度和购买意图（因此，饮食习惯）方面发挥决定性作用。在这个框架中，第一个目标是分析三个前因对营养标签态度和健康声明可信度的作用。这三个起始前因如下：与饮食失调相关的消费者心理特征、身体形象态度和情感反应（愉悦和唤醒）。其次，本文旨在分析这两个因素（对营养标签的态度和健康声明的可信度）是否改善（或不改善）食品态度，然后是其购买意愿。

设计/方法/方法

样本包括 300 名 18 至 25 岁的年轻人。他们通过在检查包装后完成结构化的个人问卷，提供了他们对健康产品的看法。使用偏最小二乘法 (PLS) 进行路径分析以检验所述假设。

发现

首先，与饮食失调相关的心理特征（自我概念和自尊）对身体形象态度有积极的显着影响。其次，对自己身体形象的态度对这些消费者对健康食品包装所提供信息的看法有很大影响。对于那些对自己的身体形象的态度“受损”的人，在营养标签中寻求让他们感到平静的理解，即他们将要购买的食物对他们的健康无害。此外，健康声明的可信度提高了对营养标签的积极态度。相反，那些在身体形象中标点较高的消费者对包装中有关营养信息和健康声明的项目赋予较低的价值。第三，如果对营养信息的态度有所改善，那么产品态度也会有所改善。第四，如果产品态度改善，那么购买意愿也会提高。因此，食品经理应该意识到需要通过包装（标签和声明）来改善产品态度，以提高购买意愿。

原创性/价值

首先，虽然以前的文献研究了与健康领域食物障碍相关的个体心理特征，但对这些特定个体心理特征（低效、完美主义、人际不信任、拦截意识、成熟恐惧）的研究在营销学科中尚待研究. 其次，迄今为止，不同的作者已经调查了在包装中使用健康声明的可信度在增加产品态度和购买意愿方面的重要性，以及对标签上营养信息的积极态度的发展。然而，对包装中两种信息来源（健康声明的可信度和对营养标签的态度）的联合研究仍未得到充分研究。