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The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments

Packaged foods have significantly expanded their market presence, with the utilization of vice–virtue bundles gaining momentum, particularly in the realm of vice-packaged foods. Consequently, understanding how consumers respond to vice-packaged food with vice–virtue bundles (i.e., vice-packaged food...

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Detalles Bibliográficos
Autores principales: Yu, Yating, Sun, Zhaoyang, Feng, Chao, Xiao, Xiang, Hou, Yubo
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10486616/
https://www.ncbi.nlm.nih.gov/pubmed/37685203
http://dx.doi.org/10.3390/foods12173270
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author Yu, Yating
Sun, Zhaoyang
Feng, Chao
Xiao, Xiang
Hou, Yubo
author_facet Yu, Yating
Sun, Zhaoyang
Feng, Chao
Xiao, Xiang
Hou, Yubo
author_sort Yu, Yating
collection PubMed
description Packaged foods have significantly expanded their market presence, with the utilization of vice–virtue bundles gaining momentum, particularly in the realm of vice-packaged foods. Consequently, understanding how consumers respond to vice-packaged food with vice–virtue bundles (i.e., vice-packaged food combined with virtue ingredients) becomes crucial. This research investigates this issue through four experiments employing a one-way between-subjects design, incorporating distinct stimuli and measures, and involving samples from diverse sources. In Experiment 1 (n = 172), Experiment 2 (n = 169), and the follow-up experiment (n = 153), variance analysis, chi-square test, and mediating analysis demonstrate that consumers are more inclined to purchase vice-packaged food with vice–virtue bundles owing to the perception of it being healthier than vice packaged food with vice–virtue bundles. Furthermore, Experiment 3 (n = 249) employs moderated mediation analysis, uncovering that both the heightened purchase intention for vice-packaged food with vice–virtue bundles and the mediating effect of perceived healthiness are attenuated among consumers with prevention (vs. promotion) focus. Beyond contributing to theories on packaged food consumption, vice–virtue bundles, and regulatory focus theory, these findings hold practical implications for packaged food marketing, promoting rational food choices, and enhancing healthier diets.
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spelling pubmed-104866162023-09-09 The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments Yu, Yating Sun, Zhaoyang Feng, Chao Xiao, Xiang Hou, Yubo Foods Article Packaged foods have significantly expanded their market presence, with the utilization of vice–virtue bundles gaining momentum, particularly in the realm of vice-packaged foods. Consequently, understanding how consumers respond to vice-packaged food with vice–virtue bundles (i.e., vice-packaged food combined with virtue ingredients) becomes crucial. This research investigates this issue through four experiments employing a one-way between-subjects design, incorporating distinct stimuli and measures, and involving samples from diverse sources. In Experiment 1 (n = 172), Experiment 2 (n = 169), and the follow-up experiment (n = 153), variance analysis, chi-square test, and mediating analysis demonstrate that consumers are more inclined to purchase vice-packaged food with vice–virtue bundles owing to the perception of it being healthier than vice packaged food with vice–virtue bundles. Furthermore, Experiment 3 (n = 249) employs moderated mediation analysis, uncovering that both the heightened purchase intention for vice-packaged food with vice–virtue bundles and the mediating effect of perceived healthiness are attenuated among consumers with prevention (vs. promotion) focus. Beyond contributing to theories on packaged food consumption, vice–virtue bundles, and regulatory focus theory, these findings hold practical implications for packaged food marketing, promoting rational food choices, and enhancing healthier diets. MDPI 2023-08-31 /pmc/articles/PMC10486616/ /pubmed/37685203 http://dx.doi.org/10.3390/foods12173270 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Yu, Yating
Sun, Zhaoyang
Feng, Chao
Xiao, Xiang
Hou, Yubo
The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments
title The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments
title_full The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments
title_fullStr The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments
title_full_unstemmed The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments
title_short The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments
title_sort effect of vice–virtue bundles on consumers’ purchase intentions for vice packaged foods: evidence from randomized experiments
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10486616/
https://www.ncbi.nlm.nih.gov/pubmed/37685203
http://dx.doi.org/10.3390/foods12173270
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