The image of health food brands, experience recognition and the purchase behavior of middle aged and older people. | [Pakistan Journal of Nutrition • 2013]

Author(s):

1. Li-Hsing Ho: Ph.D. Program of Technology Management, Chung, Hua University, Taiwan

2. Yi Tai: Ph.D. Program of Technology Management, Chung, Hua University, Taiwan

3. Chia-Ming Chang: Department of Physical Education, National Chiayi University, Taiwan

4. Wei-San Su: Graduate School of Leisure and Exercise Studies, 3 National Yunlin University of Science and Technology, Taiwan

5. Jian-Hua Yu: Hsinchu City Government, Taiwan

6. Chun-Chang Yen: Ph.D. Program of Technology Management, Chung, Hua University, Taiwan

Abstract:

Aging societies are a global social trend that simultaneously promotes the development of biotechnology and health food industries. Thus, middle-aged and older people’s health food purchase behavior has been widely analyzed. For this study, we sampled Chiayi County, Taiwan, to investigate the image of health food brands, experience recognition and purchase behavior. Sampling 392 middle-aged and older people, we use the structural equation model to test model hypotheses and analyze the model. We also compared and verified related literature and theoretical inferences. The results indicated that the brand image was the most important factor influencing the purchase behavior. Brand image significantly and positively influences experience recognition and purchase behavior.

Page(s): 285-290

DOI: DOI not available

Published: Journal: Pakistan Journal of Nutrition, Volume: 12, Issue: 3, Year: 2013

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