Do health anxiety and social value shape the intention to consume functional food: the role of health knowledge levels—evidence from Istanbul
Citation
Kurkcu, B., Üstünsoy, E., & Dedeoğlu, B. B. (2023). Do health anxiety and social value shape the intention to consume functional food: the role of health knowledge levels—evidence from Istanbul. British Food Journal.Abstract
Purpose – This study has two main purposes. First, the effects of health anxiety and perceived social value on
the intention to consume functional food were examined. Second, the role of health knowledge levels in these
relationships was identified.
Design/methodology/approach – The sample consisted of 271 restaurant consumers on the European side
of Istanbul between August and October 2021. Partial least squares structural equation modeling (PLS-SEM)
was used to test the research model.
Findings – Restaurant consumers revealed that health anxiety and perceived social value positively affect
functional food consumption intentions. Moreover, health knowledge levels have a negative moderating effect
on the relationship between health anxiety and functional food consumption intentions.
Originality/value – Thanks to the findings of this study, the roles of health anxiety, perceived social value
and health knowledge in functional food consumption were determined, thus filling a vital literature gap.