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. 2025 Mar 10;14(6):938.
doi: 10.3390/foods14060938.

The Impact of Nutritional Value on Consumer Attitudes and Repurchase Intentions: Price Fairness as a Moderator in the Cereal Market

Min Gyung Kim  1 , Joonho Moon  2
Affiliations

The Impact of Nutritional Value on Consumer Attitudes and Repurchase Intentions: Price Fairness as a Moderator in the Cereal Market

Min Gyung Kim et al. Foods. .

Abstract

The objective of this study is to explore the relationships among four key attributes-nutritional value, attitude, repurchase intention, and price fairness-in the context of the cereal product market. Additionally, the research investigates the moderating effect of price fairness on the relationship between nutritional value and consumer attitude using the low involvement theory as a theoretical underpinning. The study utilized the Clickworker platform to recruit 414 survey participants using an online survey, whose responses were analyzed using Hayes' Process Macro Model 7. The findings reveal that nutritional value positively affects both consumer attitude and repurchase intention. Moreover, a significant positive relationship between attitude and repurchase intention was found. Importantly, price fairness was found to significantly moderate the relationship between nutritional value and consumer attitude, highlighting the role of perceived fairness in shaping consumer behavior. This research contributes to the literature by examining these relationships in the specific context of cereal products.

Keywords: and price fairness; attitude; cereal products; nutritional value; repurchase intention.

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Conflict of interest statement

The authors declare no conflicts of interest.

Figures

Figure 1
Figure 1
Cereal products of the current work. Sourced from https://www.t4.ai/industries/cereal-companies-market-share, accessed on 2 February 2025.
Figure 2
Figure 2
Cereal products of the current work. Sourced from https://www.youtube.com/shorts/fyRJqAEaQr4, accessed on 3 February 2025.
Figure 3
Figure 3
Research model.
Figure 4
Figure 4
Moderating effect of price fairness on the relationship between the nutritional value and attitude using the median split analysis.
Figure 5
Figure 5
Moderating effect of price fairness on the relationship between the nutritional value and attitude using the simple slope method.
Figure 6
Figure 6
Results of hypotheses testing.
See this image and copyright information in PMC

References

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