Consumers' willingness to pay for health claims during the COVID-19 pandemic: A moderated mediation analysis

Lara Bou Fakhreddine; Marian García Martínez; Mercedes Sánchez; Berta Schnettler

doi:10.1016/j.jafr.2023.100523

Consumers' willingness to pay for health claims during the COVID-19 pandemic: A moderated mediation analysis

J Agric Food Res. 2023 Mar:11:100523. doi: 10.1016/j.jafr.2023.100523. Epub 2023 Feb 4.

Authors

Lara Bou Fakhreddine¹, Marian García Martínez², Mercedes Sánchez¹, Berta Schnettler³

Affiliations

¹ Department of Business, Public University of Navarra, Edificio Madroños, Campus Arrosadia, 31006, Pamplona, Spain.
² Kent Business School, University of Kent, Canterbury, Kent CT2 7PE, United Kingdom.
³ Facultad de Ciencias Agropecuarias y Medioambiente, Bioren-UFRO, Universidad de La Frontera, Chile.

Abstract

The COVID-19 pandemic has posed a substantial threat to people's lives and raised health concerns. This research explores the mediating role of consumers' attitudes towards health claims in the relationship between consumers' interest in health claims and their willingness to pay (WTP) for health claims in extra virgin olive oil (EVOO). Additionally, we examine the moderation effect of COVID-19 risk perception in the relationship between consumers' interest in and attitudes towards health claims. Data were collected through an online survey in three countries: Spain, the UK and Chile. Findings confirm the mediating role of consumers' attitudes towards health claims. Furthermore, the relationship between consumers' interest and their attitudes towards health claims was stronger when COVID-19 risk perception was higher.

Keywords: COVID-19; Health claims; Olive oil; Risk perception; Willingness to pay.