V as an (ad)vantage?: Understanding the impact of FOP V-label in consumers’ attitude towards vegetarian products: Antecedents and mediators

• Autor(a) principal: Brites, Constança de Machado Neto e Santos
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24777
• topic: Atitude -- Attitude; Trust; Willingness to pay; Purchase intention; Usage intention; V-Label; Confiança; Disposição para pagar; Intenção de compra; Intenção de utilização

The change in food choices has been expressed throughout Mediterranean Europe, not only because there is a greater awareness of the health problems associated with traditional diets, but also because of easy access to information, allowing consumers to be more educated regarding their food choices. One of the diets that have been gaining manifestation is the plant-based, more specifically the vegetarian. However, few studies have focused on the importance of promoting products within this category effectively. As such, the present study aims to understand consumers' attitude towards one of the most used symbols to identify vegetarian products, V-Label, as well as to acknowledge whether the attitude towards it has any impact on the intention of purchasing and using those products. Consumers' lack of familiarity with V-Label was notorious in results. They have demonstrated that consumers' attitude towards products with V-Label is positively influenced by antecedent factors, such as utilitarian and hedonic perception and knowledge about the vegetarian diet. Although consumers' attitude towards V-Label products did not show significant differences compared to unlabelled products, it has been shown to have a positive impact on the intention to purchase and use the products. The purchase intention is enhanced if it is mediated by trust in the product. To conclude, contributions were made to management and academic areas, as well as suggestions for future research.