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Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective

Hongfei Liu, Yue Meng-Lewis, Fahad Ibrahim Orcid Logo, Xia Zhu

Journal of Business Research, Volume: 137, Pages: 69 - 88

Swansea University Author: Fahad Ibrahim Orcid Logo

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DOI (Published version): 10.1016/j.jbusres.2021.08.018

Abstract

‘Superfoods’ have become a popular diet style across the globe but are also criticized as a marketing gimmick. Despite the controversy, the essential drivers of superfood consumption and advocacy remain underexplored. Drawing upon the theory of consumption values and prospect theory, this study expl...

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Published in: Journal of Business Research
ISSN: 0148-2963
Published: Elsevier BV 2021
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URI: https://cronfa.swan.ac.uk/Record/cronfa58110
first_indexed 2021-09-27T20:34:29Z
last_indexed 2025-04-16T03:58:46Z
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spelling 2025-04-15T12:13:20.3232526 v2 58110 2021-09-27 Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective 31936bd3b8279920bd9bdc085c93e60d 0000-0001-6151-8477 Fahad Ibrahim Fahad Ibrahim true false 2021-09-27 CBAE ‘Superfoods’ have become a popular diet style across the globe but are also criticized as a marketing gimmick. Despite the controversy, the essential drivers of superfood consumption and advocacy remain underexplored. Drawing upon the theory of consumption values and prospect theory, this study explores how consumers’ value perceptions of superfoods influence their behavioral responses (i.e., repurchase and positive word-of-mouth intentions) by introducing the concept of relative advantage in food consumption. Based on a survey sample of 447 superfood consumers and structural equation modeling, our findings identify relative advantage as an important mediator in the cognitive process that converts consumers’ value perceptions into behavioral responses. We also find buffering effects of perceived costs in the relationship between relative advantage and repurchase behavior. This research advances the understanding of consumers’ modern food consumption habits and lifestyles and has important implications for academics, marketing practitioners and policy makers. Journal Article Journal of Business Research 137 69 88 Elsevier BV 0148-2963 Food consumption; Value perceptions; Relative advantage; Perceived costs; Structural equation modeling 1 12 2021 2021-12-01 10.1016/j.jbusres.2021.08.018 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2025-04-15T12:13:20.3232526 2021-09-27T21:28:16.7913268 Faculty of Humanities and Social Sciences School of Management - Business Management Hongfei Liu 1 Yue Meng-Lewis 2 Fahad Ibrahim 0000-0001-6151-8477 3 Xia Zhu 4 58110__21331__921cbee9592043dc996563970d76333a.pdf 58110.pdf 2021-10-28T11:03:43.8258551 Output 997681 application/pdf Accepted Manuscript true 2023-02-18T00:00:00.0000000 ©2021 All rights reserved. All article content, except where otherwise noted, is licensed under a Creative Commons Attribution Non-Commercial No Derivatives License (CC-BY-NC-ND) true eng https://creativecommons.org/licenses/by-nc-nd/4.0/
title Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective
spellingShingle Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective
Fahad Ibrahim
title_short Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective
title_full Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective
title_fullStr Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective
title_full_unstemmed Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective
title_sort Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective
author_id_str_mv 31936bd3b8279920bd9bdc085c93e60d
author_id_fullname_str_mv 31936bd3b8279920bd9bdc085c93e60d_***_Fahad Ibrahim
author Fahad Ibrahim
author2 Hongfei Liu
Yue Meng-Lewis
Fahad Ibrahim
Xia Zhu
format Journal article
container_title Journal of Business Research
container_volume 137
container_start_page 69
publishDate 2021
institution Swansea University
issn 0148-2963
doi_str_mv 10.1016/j.jbusres.2021.08.018
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description ‘Superfoods’ have become a popular diet style across the globe but are also criticized as a marketing gimmick. Despite the controversy, the essential drivers of superfood consumption and advocacy remain underexplored. Drawing upon the theory of consumption values and prospect theory, this study explores how consumers’ value perceptions of superfoods influence their behavioral responses (i.e., repurchase and positive word-of-mouth intentions) by introducing the concept of relative advantage in food consumption. Based on a survey sample of 447 superfood consumers and structural equation modeling, our findings identify relative advantage as an important mediator in the cognitive process that converts consumers’ value perceptions into behavioral responses. We also find buffering effects of perceived costs in the relationship between relative advantage and repurchase behavior. This research advances the understanding of consumers’ modern food consumption habits and lifestyles and has important implications for academics, marketing practitioners and policy makers.
published_date 2021-12-01T06:34:27Z
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score 11.109994

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