The role of health orientation in determining purchase intention and behaviour

Purpose The objective of the study is to explain how health orientation influences attitude towards paying attention nutrition claims (NCs), intention pay NCs, and willingness buy products containing NCs. Design/methodology/approach In first study, conducted amongst 770 respondents using CAWI (Computer-Assisted Web Interview) method, authors investigated role in explaining NCs with theory planned behaviour was used as main theoretical framework. second online experiment, carried out 485 respondents, impact on label NC product purchase studied. Findings revealed that plays a significant (direct indirect) well intention. Originality/value Health appeared be an important determinant selecting Consumers' intent choose mainly determined according their attitudes driven by outcome expectancy. Consequently, strongly related claims.