Consumer purchase probability affected by attitude towards low-fat foods, liking, private body consciousness and information on fat and price

Abstract

Rated purchase probability of regular fat and reduced fat Cheddar cheese was examined as a function of information on price level and fat content, liking of the cheeses, attitude towards low-fat foods and Private Body Consciousness (PBC). The purchase probability data were collected by conjoint measurements. Liking was measured by hedonic ratings and attitude and PBC by agreement to statements. Purchase probability increased when price and fat content decreased when evaluations were based only on information on price level and fat content. Fat content and price level affected females' purchase probabilities when they tasted the cheeses as they were informed about fat content and price level. Consumers who were positive toward low-fat foods usually purchased reduced fat Cheddar. PBC scores were related to the relative influence of verbal vs. sensory information. Sensory appeal, as shown by liking scores after tasting, influenced purchase probability. Attitudes towards low-fat foods and purchase frequencies were correlates of liking.