文章基本信息

标题：The Influence of Celebrity Endorsement on Food Consumption Behavior
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作者：Cristina Calvo-Porral ; Sergio Rivaroli ; Javier Orosa-González 等
期刊名称：Foods
电子版ISSN：2304-8158
出版年度：2021
卷号：10
期号：9
DOI：10.3390/foods10092224
语种：English
出版社：MDPI Publishing
摘要：“Is consumer food behavior influenced by celebrity endorsement?”. This question remains unsolved despite celebrities constantly recommending different products in their social media networks. Much of the literature on celebrity endorsement focuses on the characteristics of celebrities influencing consumers’ behavior, but there is scarce research about how celebrity endorsements about food and food products influence consumers’ behavior. In this context and based on the source credibility and source attractiveness models, as well as on the match-up theory, this study aims to examine whether consumers’ food purchase intention and consumers’ willingness to pay a premium price is influenced by celebrity endorsement. For this purpose, an empirical study is developed through Structural Equation Modeling (PLS-SEM) based on data gathered from 316 consumers who read celebrity recommendations. Findings report that consumers are most influenced in their food consumption behavior by the congruence between the celebrity endorsement and the product being recommended, and by the celebrity credibility. Interestingly, celebrity recommendations show a similar influencing pattern both for consumers’ food purchase intention and consumers’ willingness to pay a premium price for food. The major contribution of this research is to show that congruence is the main route by which celebrity endorsement influences food consumption behavior.
关键词：enfood;celebrity;endorsement;consumer behavior;purchase intention;premium price