The impact of consumption value of zero-calorie foods on attitude and purchase intention

The purpose of this study is to identify the consumption value of consumers who prefer zero-calorie foods and to examine the impact of consumption value on the attitude and purchase intention of the consumers. This study conducted a questionnaire survey targeting consumers in their 20s and 30s who had experience purchasing zero-calorie foods. This study collected a total of 300 questionnaires and 290 of them (96.7%) were used for statistical analysis after excluding insincere responses. This study conducted a frequency analysis for the general characteristics of survey respondents. Then, reliability analysis and factor analysis were performed to verify the reliability and validity of consumption value, attitude, and purchase intention regarding zero-calorie foods. This study also conducted a multiple regression analysis to examine how the consumption values of zero-calorie foods influence attitude and purchase intention, and how attitude affects purchase intention. According to the analysis results, functional value, health-oriented value, and situational value among consumption value factors of zero-calorie foods had significant effects on attitude and purchase intention, while exploratory value did not have a significant effect. Therefore, Hypotheses 1 and 2 were both partially accepted. Attitude had a significant effect on purchase intention, and Hypothesis 3 was accepted. Based on various prior studies, there is an increasing number of consumers who value health and dieting. In response, the consumers maintain their health and carefully consider the unique aroma and taste of foods. The findings suggest that positive attitudes have an important influence on purchase intention.