The influence of time, effort, and brand on perception of a convenience product healthfulness
(A2019-9071)

AUTHORS

Marcin Awdziej, Kozminski University; Jolanta Tkaczyk, Kozminski University; Dariusz Włodarek, Warsaw University of Life Science – SGGW; Katarzyna Piotrowska, Kozminski University

KEYWORDS

time; effort; perceived healthfulness

ABSTRACT

Convenience food market is steadily growing, providing time- hungry consumers with products saving their time and effort. At the same time, consumers became more health conscious and these benefits may affect how they perceive healthfulness of convenience foods. This paper presents results of a quasi – experimental field study that aimed to investigate the relationships between time and effort required to prepare convenience food product and consumers’ perception of its healthfulness. Additionally, brand – related factors were investigated. The results indicate that only subjective time affects perception of healthfulness. Products requiring less effort were perceived to be healthier. Brand familiarity was found to positively influence perception of product’s healthfulness. Perceived product healthfulness may be an important driver of convenience food consumption, as it was found to positively influence purchase intent.